Driving growth from shopper insights

TNS Retail & Shopper leverages insights from more than 30 years’ experience to help connect shoppers with your products and grow brand and category sales.

We know that making it faster and easier for shoppers to find the products they want increases their spending, and our innovative range of qualitative and quantitative solutions applies this principle across all elements of the shopper journey. Our techniques include in-store observation, virtual reality stores, mobile shopper diaries and more, to illuminate the drivers of shopper behaviour and help you make the decisions that will unlock growth.


In partnership with Kantar Retail, we form the world’s leading shopper insights and consulting business with the most comprehensive shopper toolkit available.


Our Shopper research tools:

Building channel strategy for growth

Shopper Dimensions interrogates shopper missions and consumption occasions to define the category shopping landscape and ensure you place the right products on the right shelves.

Influencing shoppers on the path to purchase

Successfully translating brand equity into purchase is the key to unlocking brand growth. By identifying activation opportunities which drive brand conversion, we can advise clients where to invest for the greatest impact on sales and maximum influence on shoppers.

Activating category growth and influencing shoppers

By distinguishing between the needs of ‘Decided’ and ‘Open’ shoppers, Shopper Decision Activator informs effective in-store messaging and shelf layout to help you reduce search time, and increase sales.

Testing and identifying winning initiatives to drive sales in-store

Shopper Tester uses full-shelf, virtual reality environments to understand genuine shopper behaviour in-store, and reveal how planned changes to pack, shelf layout or POSM will perform.

How we’ve helped our clients

Taking a bigger scoop of repertoire buyers’ spend

Retail & Shopper, FMCG

The challenge

A premium ice-cream manufacturer sought ways to grow market share by increasing spend amongst their less loyal repertoire buyers.

Our approach

We used an ethnographic approach combining filming, eye-tracking and shopper interviews to help understand the conversion process for the category, and reveal the precise interruptions that would trigger increased sales.

The insight

Previous research had focused the manufacturer’s attention on price, but our ethnographic approach revealed that actual at-fixture decision-making focused on flavour. The client’s flavour variants suffered from low visibility and repertoire buyers tended to miss them.


A pack redesign to increase visibility of flavour variants, together with improved signage and off-shelf communication, increased sales by almost a third when rolled out across a test region.

Driving impulse purchase through in-aisle insight

Retail & Shopper, FMCG

The challenge

A global confectionary brand wanted to increase sales in convenience stores by helping retailers to attract new buyers.

Our approach

We combined in-store observation with shopper interviews at the aisle to explore how our client could use POS and packaging more effectively to stimulate impulse purchase.

The insight

Most of those that did buy confectionary on impulse had visited the store to buy a beverage. A third of shoppers visiting the confectionary fixture did not buy anything, usually due to too much variety and a misplaced focus on price.


We recommended locating the confectionary display on the way to the beverage fixture, reducing the number of SKUs to focus on high-volume lines and focusing POS messaging on craving and indulgence. Category sales increased by five per cent in tests, and the measures were rolled out across the store network.