Trusted by brands across the Caribbean
Pack testing, shelf work, path-to-purchase and category deep-dives. Built for Caribbean FMCG brands where the shopper has three to twelve seconds in the aisle and the category is denser than most global analogues.
Shopper behaviour breaks the neat brand narrative every time. A shopper who loves your brand picks a competitor because the shelf was messy. A category buyer who reported "always buys the leader" reaches for the promoted SKU anyway. The attitude study and the basket never match. Shopper research is what closes that gap.
CMR runs shopper work across three surfaces. In-store through observation, trailing, intercept interviews and shelf audits. Online through path-to-purchase diaries, concept testing and pack evaluation. Qualitative through category deep-dives and mission-based shopper groups. Most briefs combine all three.
The output is a working map of the category that marketing, trade marketing and sales can all use. Not three different maps that disagree.
Pre and post test around a pack or shelf redesign. Blind versus branded recognition. Stand-out metrics against the competitor set on a realistic planogram.
Mapping the decision tree for a category new to the brand. What attributes matter. Which competitors share a need state. Where the SKU fits on shelf.
Did the promotion shift share or just pull demand forward from next month. Baseline, promotion period and two-wave follow-up. Household panel or shopper intercept.
Shopper behaviour moving from supermarket to pharmacy, from cash to card, from physical to app. What is the new decision path and what triggers the switch.
Desk research, retailer data, category hierarchy. Baseline share. Competitive set. Where the brand sits today and where the brief wants it to sit.
In-store watching, shopper trailing, shelf audits across account and region. Photo and video logs. Behaviour notes from trained observers, not from the same CATI bank.
Short structured interviews at shelf or at the exit. What did you buy, what nearly made it into the basket, why did you pick this. Sample sizes sized to key SKU pairs.
Online or CATI wave that extends the intercept findings to a representative category buyer sample. Attitudinal drivers tied to the observed behaviour.
Journey map. Category decision tree. Pack and shelf scorecard. Recommendation per touchpoint owned by a name on the client side. Not a deck that lives on a shared drive.
Four outputs. A written narrative of the shopper. A decision tree of the category. A shelf scorecard where relevant. A verbatim library tagged to journey stage.
Yes. Shelf audits, shopper trailing and exit intercepts run regularly in Massy, Hi-Lo, Pricesmart, JMMB, Progressive, Super J and most major banners across Trinidad, Jamaica, Barbados, Guyana and Eastern Caribbean markets. Retailer access is handled by our field team before any study starts.
Our field network runs across Trinidad and Tobago, Jamaica, Barbados, Guyana, Suriname and the Eastern Caribbean as a single region. Multi-market shopper studies ship regularly. Regional reports come with market-level breakdowns. A single blended average would hide the real differences and we do not ship them that way.
Trained intercept interviewers approach shoppers immediately after the category purchase decision. Screener filters to category buyers. Interviews run three to seven minutes and are incentivised at local market rates. Full consent and ESOMAR compliance on every study.
Blind and branded comparison across a realistic competitive shelf set. Stand-out, legibility and message recall scored against a control. Where budget allows, eye-tracking or attention-proxy scoring layered on top. Full cell design lets you read new pack against current at a monadic level.
Yes. Shopper work reads best alongside Nielsen, Kantar or retailer scan data. We triangulate observed behaviour with syndicated share and promotion data to produce a single map. Where the client has household panel, that becomes the fourth input.