Top brands sign for DunnHumby tool

Coca-Cola and Unilever are among the first to sign up to a new data insight tool launched by DunnHumby, designed to help brands to better understand what their customers want and quickly respond to meet their needs.
The Behavioural Attitudinal Research (BAR) tool draws on information on the shopping habits of millions of customers to allow brands to identify consumer groups, such as those who recently bought or stopped buying a given product.
The self-service tool then enables clients to launch surveys themselves through an online portal. The surveys will be targeted at the customers who voluntarily take part in DunnHumby’s Shopper Thoughts research panel, and will provide truly integrated insights into both consumer attitudes as well as their actual purchasing behaviour within as little as five days, providing brands with an up-to-date customer viewpoint.
Brand owners will be able to use the tool to answer a range of questions, from why shoppers were tempted to try their product or why they have left the brand, to barriers preventing them from using the product or why they are using it less.
Unilever category manager Tracey Warren said that quickly gaining insight from the right group of consumers, to understand why their behaviour has changed, allows the company to be more reactive to the situation. “Understanding their reasons for lapsing from the brand can help us work on regaining them,” she explained.
Meanwhile Coca-Cola future consumption shopper marketing manager Kate Freeman said that the ability to send targeted surveys and quickly get a handle on why things are happening allows the soft drinks giant to understand total category dynamics and our shoppers better.
Freeman added: “We do a lot of hypotheses development e.g. on why shoppers are lapsing from a brand. BAR helps us to validate these hypotheses and make faster, better informed decisions going forward.”
DunnHumby research and trends director Richard Clifford commented: “BAR enables brands to draw on real-world shopping insight from millions of customers to better understand what they want. The combination of speed and accuracy means brands will be able to speak to the right people at the right time, engaging with their customers and catering to their needs like never before.”