Shopper decision tree

Understand shoppers and their complete path to the final purchase

A shopping decision tree study helps you develop the most efficient and shopper-centric communications and strategies. With the gained insights and knowledge, you will be able to build a purchase decision tree and understand the ever-changing shopping decisions (such as planned or unplanned and in store or e-commerce purchases) for your products/services and for your competitors’.

Key insights from a shopper decision tree analysis

By building a shopper decision tree and ranking features by attributes (such as importance, brand, size, price) you will gain a
strong understanding on:

  • How shoppers arrive at your and your competitors’ products/services purchase
  • The factors, preferences and needs influencing shoppers’ decision making
  • How to feed shopper-centric communications based on their vision on product/service strengths and weaknesses
  • The reasons why shoppers choose a channel/retailer and their opinion on most/least important product/service qualities.

How it works

The core part of the questionnaire consists of a set of product features/attributes from which respondents are asked to choose their most important/preferred and the least important/preferred options among a list of predefined attributes. Thus, consumers choose their most and least preferred/ important items among a subset of 4-5 items.

Most preferred features analysis visualization example
Most preferred features analysis example


Analysis and reporting

MaxDiff and Latent Class analyses are used to calculate and identify preference scores and patterns.

With the MaxDiff analysis we:

  • Calculate preference scores within features’ level
  • Determine the derived importance factors for each feature
  • Understand the order of preference of several items.

A latent class analysis can also be performed to identify and profile consumer segments with characteristic preference patterns.

Visual example of most important attributes across SKUs
Example of most important attributes across SKUs
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Is this what you need right now?

Take your setup one step further
Standardize, democratize and accelerate your time-to-market for new products with a streamlined custom concept testing framework
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Take your setup one step further
Standardize, democratize and accelerate your time-to-market for new products with a streamlined custom concept testing framework
Learn more