Curious Business: Insights for B2B Growth

Consumer Insights: What Data Doesn't Reveal with Tessa Stuart, The Shopper Stalker

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Apr 23, 2025
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ANECDOTE

Origin of Shopper Stalker

  • Tessa Stewart started as a focus group moderator but shifted to in-store observational research to suit family life.
  • She tested her Shopper Stalker concept with a small drinks company by interviewing shoppers on location.
INSIGHT

Data Shows What, Not Why

  • Large companies have vast sales data but still can't explain some customer behaviors.
  • Data shows what happens but doesn't reveal why those things happen, so qualitative insight fills that gap.
ADVICE

Test Ideas Live in Stores

  • Test new product ideas live in stores with shoppers for immediate feedback on interest and appeal.
  • Use this consumer validation to confidently sell products to supermarkets.
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