FMCG mismatch between sales and market research

Fast moving consumer goods (FMCG) sales campaigns are at risk of being poorly informed by market research, one poll has suggested.

However according to the study by Xtraviews Ltd, it is not necessarily the fault of those in sales jobs, but rather market researchers.

Managing director of the interview research firm, Mr Phillip Adcock, suggests that many consumers do not recall noticing point-of-sale (POS) and other FMCG display devices in standard face-to-face market research interviews.

He said: "We asked consumers as they were leaving the stores, what displays they recalled seeing in that store, on that day.

Mr Adcock continued to state that research had shown that 89 per cent had recalled none at all, which he claims is in contrast their actual recorded shopping behaviour.

"When asked to rank brands in terms of their awareness of them, the brands supported by POS were recalled twice as much as those that were unsupported," he added.

The research was based on a study of more than 2,000 shoppers and compared the actual shopping behaviour with data from a standard face-to-face interview.


Aaron Wallis offer a wide range of FMCG sales jobs across all levels from Account Manager to Senior National Account Manager and Account Director. For FMCG sales recruitment solutions visit: www.aaronwallis.co.uk

Filed: 22-05-2008