Shopper Research: Category Adjacency

Understand Relationships Between Products and Categories to Drive Sales

Category Adjacency is an interactive testing methodology designed to uncover shoppers’ perceptions of natural category groupings.  MarketTools Shopper Research collects this data using online simulator tools, featuring visually-engaging, game-like tasks that provide insights into shoppers’ real views of store and shelf variations.

A critical factor in performing effective Category Adjacency studies is minimizing distractions for the test respondents.  MarketTools uses key techniques like Card Sort to disassociate test products from the retail layout to truly understand the shopper’s mindset when grouping concepts. Respondents drag and drop items, which can include brands, products, or attributes, to arrange them into categories – a process that allows researchers to correlate interactions to sales drivers.

To understand the full impact of the Category Adjacency study data, the MarketTools analytics team delivers advanced modeling to provide insights into the products and categories that “belong together” on the shelf. With these recommendations, you can more effectively encourage purchasing behavior, maximize profit, manage inventory, and improve the shopper experience.

► Contact us to learn how MarketTools Shopper Research can help provide a deeper understanding of your customers’ view of your products and category.

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