Intellicast S5E11 – Shopper Insights and Trends with Chris Whitaker of Explorer Research

Welcome back to Intellicast! On today’s episode, we are joined by Chris Whitaker, Partner at Explorer Research.  Chris joins us to talk about some of the changes that have been going on within shopper insights due to the pandemic, as well as some shopper/consumer trends they are seeing.  We also get into what trends may be temporary and what are more permanent changes in consumer behavior.

Kicking off the episode, Chris tells us about his background and what led him to start Explorer Research with his other 2 business partners.  He also gets into some details on Explorer Research itself, and the kinds of research they specialize in, including shopper labs, in-person observations/interviews, planogram optimizations, and much more!

Brian and Chris then get into how Chris and his team had to pivot when COVID hit, and the actions they have taken since then to get back up and running again. 

This topic leads to a discussion on consumer behavior, and the changes Chris and his team have observed over the last couple of years.  Chris then tells us about several trends they have observed, including the increase in online shopping for day-to-day goods, shopping trips becoming shorter (and less browsing/impulse buying), more “Click-and-Collect” (or curbside pick-up), and the rise of new payment options. 

As Chris discusses some of the trends, it leads to a deep dive into how permanent these trends are, and if this is causing changes to what his clients are looking for when they are gathering insights.  We also touch on environmental changes, and a couple of other topics as well.

In the last segment of our interview, we switch gears and get to know Chris a bit better with a new round of the 4 P’s. We learn Chris loves pickleball, exercise, and got a new puppy during the pandemic. 

If you want to learn more about Explorer Research, their solutions, and their shopper insights, visit their website: https://explorerresearch.com/

You can also connect with Chris on LinkedIn here: https://www.linkedin.com/in/chris-whitaker-1098a6a/

If you are heading to Austin for IIeX on April 19-20, be sure to check out the session “What Do Brands Really Want from Your Marketing?” where Anne Stephenson of Explorer Research will be speaking.

Thanks for tuning in!

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