Industry Intelligence

Global market research company Synovate and VideoMining Corp., a provider of in-store intelligence for shopper marketing, revealed July 11 at the annual IIR Shopper Insights in Action conference in Chicago that they have formed a strategic partnership to develop a syndicated Center Store MegaStudy.

The study will use VideoMining’s breakthrough in-store measurement and analytics technology in a carefully selected sample of stores in 15 U.S. markets to analyze more than 10 million grocery trips over a period of few months. The large behavioral data set, integrated with transaction data and attitudinal surveys from Synovate, will offer unprecedented visibility into the path-to-purchase of grocery shoppers and the factors that affect purchase decisions.

“This is a unique opportunity to combine Synovate’s leading market research insights on shopper decision making and behavior with VideoMining’s shopper knowledge and powerful technology platform,” said Mark Berry, EVP of Synovate.

“This partnership allows us to combine the how of shopping behavior with the why to develop unprecedented insights on purchase barriers and ways to effectively overcome those barriers,” added Tom Sullivan, president of State College, Pa.-based VideoMining, which has experience with a successful ongoing syndicated program in the convenience channel, along with chain-specific shopper insights programs with several major retailers. “These insights will help both retailers and manufacturers optimize each grocery shopping trip.”