The central question for business leaders is "how do I profitably grow my business?". You cannot answer this question without a complete understanding of the purchase decision. To create an optimized brand plan you need to understand why consumers are switching, or not switching, to your brand. Not only do you need to understand switching behavior, but you need to understand how external and internal variables, such as pricing and "out-of-stock", influence the purchase decision.

Instore Research uses an award winning in-store market research methodology, called "Point of Decision", to accurately break-down the purchase decision. We examine each variable and determine its relative importance within the the purchase decision. This consumer insight allows business leaders to formulate a focused brand plan that allows them to effectively allocate resources across both internal and external variables.

An understanding of the purchase decision also allows brand managers to correct specific issues with their products or brand and focus on the key in-store drivers with retailers.

If it doesn't affect the purchase decision - it's not important!!!