Here is our non-exhaustive A-Z of Category Management terms.
Heard of a term but don't know what it means? Contact us and we will explain.
P - 'Purchase decision hierarchy', these are the choices and decisions a shopper makes at the fixture. Once you know them you can segment the category, identify innovation opportunities, know how to present the category in-store, and explain why some skus don’t sell.
Q - 'Qualitative and quantitative'. Generally called Qual and Quant.
‘Quant’ - structured; consistent information/measures collected from all respondents; typically 1000+ sample; statistically representative data.
‘Qual’ - unstructured; questions / order can vary; in-depth interviews/small groups; used to explore and explain issues. Can be 10-40 consumers.
R - 'Range', this is the group or groups of products you have available for the shopper / consumer to purchase. Our question to you... does your ranges of products meet the needs and wants of the consumer or are they just what you have to sell? See here to understand more production push to consumer pull.
S - 'Strategy' is a long term plan of action designed to achieve a particular goal. Strategy is differentiated from tactics or 'immediate actions'.
