Get inside their heads

The 4 steps to demystifying shopper insights Various ‘how to’ guides have been published explaining how to fully implement and integrate shopper marketing, but as you work through the shopper marketing roadmap and it becomes core to your business, attention often shifts to shopper insights – and this can be the most confusing topic to tackle. The logical place to start is with the resource most of you already have access to – scan data. But scan data can only take you so far with strate

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