Marketplace Insights

Consumer and shopper insights have become the lifeblood of today's consumer packaged goods industry. We feel our clients must play a critical role in identifying and then leveraging these "hidden truths" to grow their business and partner with retailers to differentiate their banner.

Edgewood Consulting has extensive experience in working with clients to identify, quantify and integrate shopper insights into all components of our work. Importantly, the sources for insights can vary and we are comfortable in working with clients' existing information, recommending additional research or utilizing Edgewood's proprietary approach to unlock these secrets.

"By spending the time to get to know us upfront and going the extra mile in terms of execution, the people of Edgewood really helped bring Category Management alive for our organization."

John Barry, Vice President, Sales Strategy and Trade Planning, Johnson & Johnson

Shopper Research

The explosion of data availability has led to a multitude of potential sources for Shopper Insights. However, we feel it is critical to a distinguish between "data" and "insights". 

Here's how we define an insight:

A statement of hidden truth that provokes a behavior response from your target audience, unlocks an opportunity and can be leveraged into action.

It's not easy or straightforward. It's much more than simply "data". Most importantly, it's both actionable and critical to elevating manufacturers into Thought Leaders with their retail partners. To support our clients and their retail partners, Edgewood Consulting has developed a suite of proprietary analytical solutions that are uniquely designed to "unlock hidden truths" and capture consumer and shopper behavior as well as the retail environment.

Shopper Research can take countless forms. Sometimes we may only need to further evaluate and mine existing data sources and client research, eliminating the need for additional research. In other instances, we may jointly determine that additional research is required. Whatever the situation, we are comfortable in working with different methodologies or leveraging one or more of the proprietary approaches developed by Edgewood Consulting to support the needs of the project.

Here is a brief summary of several of our proprietary studies and how they can be used:

  • Shopper Decision Hierarchy

    Identify category segmentation and hierarchy while including new or potential products and capturing key metrics such as incrementality, exclusivity and Walk Rates. Italian Sauce Case Study

  • Retailer Differentiation Study™

    Understand and leverage drivers of retailer loyalty for a specific category including key shopper attributes and perceptions of stores and the channel both among current customers and relative to other outlets.

  • shoppersEdge™

    Proprietary loyalty card information to understand shopper purchase behavior, loyalty, switching dynamics and a host of shopper marketing analytics.

  • DecisionEdge™

    "In the moment" data collection using in-person or Smart Phone technology to capture real-time, POP/POS shopper insights at the point of decision.

  • Path to purchase

    Captures the multiple paths that shoppers take to the brand, manufacturer and, most importantly, retailer in order to develop new shopper-centric go to market strategies.

  • Bulletin board research

    Online focus groups conducted over several days to capture consumer and shopper attributes and motivations.

"The data and insights you provide are best in class. I definitely want to partner with you."

Leading Retailer

Industry Intelligence and Trade Discovery

To increase the likelihood of success for any business initiative, it is critical to capture a current and deep understanding of the competitive environment. This helps you to make smarter and more informed strategic and tactical decisions, while also helping to quantify and prioritize risks and opportunities.

Edgewood's Retail Trade Discovery allows you to "aim before you shoot" by delivering critical retailer insights which helps you develop collaborative strategies and tactics and the best ways to communicate and partner with your retailers.

"We need to better understand how the retailer views the world, not to mention our category."

Dana Winslow, Former Senior Director, Campbell's Soup Company

New Markets and Channels

Most CPG companies are aligned to meet the needs of traditional retail outlets - Food, Drug and Mass Merchandisers. However, some of the fastest growing outlets are in alternative channels including Warehouse Club stores, Dollar outlets, Home Improvement, Specialty outlets and on-line retailing. Best Practice manufacturers tailor insights, strategies, and tactics to the unique shopper needs of each channel/retailer for maximum incremental results as part of their integrated channel strategy.

Edgewood Consulting has extensive experience in helping clients effectively enter new markets, categories and channels. Our work includes Food and OTC engagements across the globe, from China and Russia to Canada and Mexico. We have also helped Manufacturers and Retailers across multiple categories as well as online ventures.

"I've worked with many other consulting firms, and Edgewood's insights and analysis are first rate. But where Edgewood really distinguishes themselves from the rest is the support they provide to the retailer. They take a hands-on approach with us as a true partner, even going with us to make the account calls and the results are outstanding!"

Steve Johnson, Team Leader, Bayer HealthCare

Shopper Targeting

The prize in CPG is to attract and retain shoppers. Shopper strategies and tactics are becoming increasingly targeted down to regions and shopper targets and even to the zip code, block and household levels.

Maximize your efficiency and effectiveness by tailoring implementation to your shoppers, your stores and your competitors.

Shopper Targeting improves your ROI, strategic effectiveness, and your competitive advantage.


Edgewood Consulting combines 'big data' with advance analytics to provide you with precision-targeted solutions. Our process starts with the client's partnership objectives and then applies predictive analytics utilizing store level datasets to revolutionize your Category Management and Shopper Marketing. 

PrecisionEdge™ Case Study