What are the promotional activities with most potential, taking into account not only what the consumer believes about them, but the behavior of the shopper at the POS?

The Promo Data technique was developed based on our expertise in the behavior of the shopper and allow pre-testing the real potential of each action.

Takes into account:

• The brand-shopper bond
• The shopper-POS bond
• POS formats
• The strength of the brands in the category, because in brand markets with absolute strength (most shoppers do not give up on them) the deals have different appeal to the relative brand markets (there is switch between certain brands) or the transparent brand markets (the brands are not important to the choice).

It is implemented by questionnaires answered by shoppers in the PDV of the studied category.