SocialShop is a deep dive study into the social media usage behavior of shoppers.
The study has confirmed Shopper Archetypes and unearthed specific social shopper needs based on product category and social channel.
More than just yet another social study with statistics and numbers, I believe the Leo Burnett / Arc research team has managed to create an empirical but strategic framework for how to define the role of social media channels depending on people’s needs, their shopper archetype.
This focal study is a derivative of the larger PeopleShop quantitative study of 8000 shoppers, examining over 40 offline and online touchpoints, local shopper archetypes, shopping occasions, shopping trip types and channels in over 20 product categories. PeopleShop helps build qualitative shopper journeys that offer deeper insights into shopper behavior than previously possible.
This study is currently underway in 4 European markets and we expect to be able to share it with you in September.