In this search for new insights, the CCRRC LA has undertaken several projects to understand the emerging consumers, the broadest segment in Latin America. This time it commissioned McKinsey to search for those needs that are meaningful to them but aren’t usually clearly expressed, staying rather in the unconscious. For this search, the CCRRC LA and McKinsey developed a specific approach for identifying needs and factoring their relevance across consumers segments in the “belly of the market.” Several research techniques and methodologies were visited including the brand positioning tools and frameworks used by the Consumer Goods industry in order to put a little more science into the art of identifying shopper needs and translating them into store concepts.
Unleashing Latin America's Shopper Needs
Latin America, 2008
In their search for differentiation, modern retailers are constantly trying to anticipate the needs and desires of their current and future shoppers. Looking at their customers’ in-store behavior, this is usually more of a trial-and-error process where new ideas are constantly explored than a structured research and development process.