Observation Václav Bubeníček

Structure of presentation OBSERVATION Exploitation of observation Forms of observation Rules of observation Example of observation

Structure of presentation OBSERVATION Exploitation of observation Forms of observation Rules of observation Example of observation

Exploitation of observation OBSERVATION Behaviour of buyer Approach of sales person Complement of questionnaire

Structure of presentation OBSERVATION Exploitation of observation Forms of observation Rules of observation Example of observation

Forms of observation OBSERVATION Structured form - formal Who What How Where When Non-structured form - informal Age, sex, influencing persons product kind, price, purchase kind, volume select based on price, brand, shopping list facility type, shelf position, preferences peak day time

Structure of presentation OBSERVATION Exploitation of observation Forms of observation Rules of observation Example of observation

Rules of observation OBSERVATION It is observation, do not forget Do not disturb buyer Do not care for motivation

Structure of presentation OBSERVATION Exploitation of observation Forms of observation Rules of observation Example of observation

Procedures Example Product selection analysis of product offer development of observation plan process of observation analysis of results

Procedures Example product selection analysis of product offer development of observation plan process of observation analysis of results

Analysis of product offer Example localisation of product in supermarket organisation of department of product placing of product on shelf sales promotion of product

Analysis of product offer Example localisation of product in supermarket organisation of department of product placing of product on shelf sales promotion of product

Analysis of product offer Example localisation of product in supermarket organisation of department of product placing of product on shelf sales promotion of product

Map of shelf Example

Analysis of product offer Example localisation of product in supermarket organisation of department of product placing of product on shelf sales promotion of product

Procedures Example product selection Analysis of product offer development of observation plan process of observation analysis of results

Plan of observation Example

Procedures Example product selection Analysis of product offer development of observation plan process of observation analysis of results

Procedures Example product selection Analysis of product offer development of observation plan process of observation analysis of results

Analysis of results Example Final table from observation:

Analysis of results Example Observation of brands

Types of users Example based on place of supermarket based on hour and date based on sex based on age based on preferences

Kinds of consumers Example based on place of supermarket based on hour and date based on sex based on age based on preferences

Typologie spotřebitelů Example based on place of supermarket based on hour and date based on sex based on age based on preferences

Kinds of consumers Example based on place of supermarket based on hour and date based on sex based on age based on preferences

Influencing persons Example

Typologie spotřebitelů Example based on place of supermarket based on hour and date based on sex based on age based on preferences

Analysis of results Example Observation of brands

Repetition OBSERVATION Exploitation of observation Forms of observation Rules of observation Example of observation

End Václav Bubeníček