WE WANT YOU: Shopper Marketing Industry Survey 2011

POPAI is calling on all professionals involved in retail marketing, category management and related disciplines to participate in the second Australian Shopper Marketing & Industry Survey.
The study, a joint initiative of POPAI in partnership with researchers ShopAbility, will track advances in shopper marketing and category management, including case studies, since the first Australian industry benchmarking survey in 2010.
Participants are rewarded with a free copy of the resulting research report, valued at $495, and are invited to attend key industry leadership workshops where the research findings are discussed amongst retailers, suppliers / brands and POP agencies.
The inaugural POPAI /ShopAbility Shopper Marketing & Industry Benchmark Survey in 2010 led to a raft of measures to improve the industry, including the formation of POPAI’s Shopper Marketing Industry Council.
What’s new and different about the survey in 2011:
“This year we took votes from last year’s survey participants on where they would like a more detailed focus for the 2011 study,” said Karen Spear, General Manager of POPAI Australia.
“In response, this year’s survey will place a spotlight on four key areas: emerging and interactive POP activations; the role of online in shopper marketing; in-store theatre; and ways of measuring activity effectiveness. We will also be tracking progress across a range of general industry criteria that are core to the research.”
“People have also been crying out for case studies and examples of what is working, but they’re concerned about sharing their own. So this year we are inviting participants to share examples and case studies anonymously via personal interviews with independent researchers ShopAbility,” said Karen.
“ The case studies will be altered by the participants and researchers in order not to be identified, and a larger library of industry best practice examples will be built this way,” said Norrelle Goldring, Director of ShopAbility.
“There is also an option to only be involved in the online questionnaire component of the study. So there’s no reason why everyone can’t participate in this important industry research. Ultimately you only get something if you give something – the quality of survey findings and results can only be as good as the level of participation we receive.”
What you can do:
o Register to find out more: want to know more but not ready to commit? Email popai@popai.com.au for an FAQ on how it works, or phone in on 02 9938 5150.
o Volunteer to be an interviewee: if nobody shares, nobody gains. Help POPAI out and offer to be an interviewee – it will only take 20 minutes of your time and is completely anonymous. Email your name, company and willingness to be interviewed to popai@popai.com.au
o Register to participate in the online component: Only want to be involved in the online survey component? Email your name, company and ‘register for online SM survey only’ to popai@popai.com.au
More information on POPAI’s research reports may be found at www.popai.com.au. General Manager Karen Spear may be contacted on 02 9938 5150 / 0412 668 579.