SmartRevenue's VP of Research & Online Services, Andrea Durning, will be co-presenting with Jonathan Johnson, Director of Retail Marketing, Logitech at TMRE, the most comprehensive marketing research event for elevating the business value of insights to advance the industry forward. Durning and Johnson will present a case study integrating qualitative and quantitative shopper research in the technology category (see below for more details).

Monday, November 7th, 2011, 10:00 AM
Andrea Durning, VP Research & Online Services, SmartRevenue
Jonathan Johnson, Director of Retail Marketing, Logitech
Understanding Barriers to Technology Purchases to Optimize Merchandising and Marketing

The technology category can be particularly challenging for shoppers trying to navigate and decide on new product purchases in an ever-changing landscape. This session will illustrate how Logitech successfully integrated qualitative and quantitative methods to understand shopper behavior, points of confusion, and purchase decision-making in the Mice, Mouse, and Keyboard categories.

• Link at-shelf behaviors with survey responses and purchase conversion
• Effectively use qualitative research to inform and highlight shopper segments