Shoppers of Our Time: a snapshot

Dan Gillett
Shopper Insight Manager

Date : 28 May 2020


Shoppers of Our Time

A new approach from IGD ShopperVista, following the lives and experiences of thirty diverse British households for the next two years…

Shoppers of Our Time
The What

“Shoppers of Our Time” is a brand new IGD ShopperVista project which will follow the journey of thirty diverse British households for the next two years, as they navigate through the challenges of Coronavirus (COVID-19), the recession that follows and the “new normal” that we emerge into. The project has been built from your questions and your feedback, as well as our findings from ShopperVista data.

We will produce at least twenty reports over the next two years, covering topics in the four buckets that we identified as being the most important to you:

  • Shopping basics
  • Out of home consumption
  • Social consciousness
  • Lifestyle changes

If you haven’t already, then you can still get involved – if you would like to feed into the project, with questions, comments or observations, then please get in touch with me at [email protected].

The How

We recruited 50 households from across Britain, from rural Scotland to the South Coast of England, and held an audition process to select the 30 households we felt would provide the best input and the broadest spectrum of experiences. We recruited them based on ten different life stage groups:

  • Professionals living alone
  • Flat and house sharers
  • Single parents
  • Cohabiting couples
  • Families with primary school age children
  • Families with older children
  • “Boomerangers”
  • Post-families
  • Multi-generational households
  • Older adults living alone

We will now speak to this group at least once a quarter for the next two years, through online communities, video calls and in-home visits, giving them tasks to do like completing food diaries, telling us about changes in their lives or thinking about what their futures will look like.

We will then validate our findings from the group with surveys of 2,000 nationally representative shoppers, to build a picture of what the short, medium and long term trends will be across our four research areas.

The Why

As the Coronavirus (COVID-19) crisis unfolded, we understandably received a lot of questions from IGD members and subscribers about what it would mean for shopper behaviour, what it will mean for the industry in the future, and how it compares to the financial crash of 2008.

We answered the final question in that list in another report. This project will be focused on the first two questions, and the aim of the project is to identify emerging trends early on to help you plan a response, and to provide a toolkit to enable you to tackle future crises in a way that meets the needs of shoppers.

What next?

The first community has finished and the first report in the series is out now, giving you an opportunity to find out more about the thirty members of the community, what we’re doing and our initial findings. Following this, the plan looks like this:

June 2020 – Life Under Lockdown report: looking at how life changed following the Government’s announcements on the 23rd March

July 2020 – Expectations for the Future report: digging into how our community expects their lives to change permanently in the coming years

Further reports will follow in August, September and November, with the final reports published in July 2022.

This is a project designed and built for IGD Members and Subscribers, so please if you would like to feed into the project, with questions, comments or observations, then please get in touch with me at [email protected].

Shoppers of Our Time

This is the first report in a series of 20 from our brand new Shoppers of Our Time series.

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