GRILLING THE COMPETITION

Uncovering Shopper Trends

The Challenge

A leading grill manufacturer wanted to better understand the consumer journey in the outdoor grill market. EBG and our quantitative parent company, MMR Research Associates, worked together to gather qualitative and quantitative data about grill/smoker shoppers to uncover the patterns and trends in their purchase journey.

The Experience Solution

1) Experience Research + Journey Mapping

EBG gathered qualitative data to get a holistic view of the grill/ smoker market. We identified shopper types and their barriers to purchase.

2) MMR Quantifies EBG's Qualitative Data

MMR quantified the qualitative data collected by EBG in Phase 1. EBG then customized the results to different product line/type owners.

3) Tailor Shopping Journeys to Customers

EBG analyzed all qual and quant data to strategize shoppers’ end-to-end experience, customizing touchpoints for different shopper types.

The EBG Impact

By framing our strategy around shopper personas that emerged in Phase 1's journey mapping work, we were able to tailor customers’ shopping journeys based on their shopper types.

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