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Press release

Shopper Marketing Industry Survey – have your say online now


​POPAI and GfK are calling on shopper marketing and category management professionals from all retail channels to participate in the first Australian and NZ Shopper Marketing & Industry Survey in 3 years, online now at iquestion.completemr.com/Q216710/ to receive the resulting industry report (valued at $395) for free.

The study, a joint initiative of POPAI in partnership with shopper research specialists GfK, will track advances in shopper marketing and category management since the last Australian industry study in 2011.

Survey participants are rewarded with a free copy of the resulting research report, valued at $395. Research findings will be discussed by retailers, brand manufacturers and agencies at industry leadership workshop on September 18.

The link to the online version of the survey is now online and can be found at iquestion.completemr.com/Q216710/

POPAI Australia & NZ Managing Director, Darren Pinks, said there were a number of new areas in this year’s survey.

“The inaugural industry survey in 2010 led to a raft of measures for industry improvement, and the refocus of POPAI to develop shopper marketing tools and education for the industry in Australia and NZ,” Pinks said.

“This time the focus is on understanding how much progress the industry has made in the past 4 years. The survey includes a section on category management and a specific deep dive into the use of digital technologies in shopper marketing practice.”

Broad focus areas for the 2014 Shopper Marketing & Industry Survey include: 


  • Experience, support and resource levels in individuals and organisations

  • Shopper marketing activations types, touchpoints, and measurement
  •  Digital and mobile shopper marketing readiness
  • Category management and category drivers utilisation
  • Education needs
  • Trends, Challenges & the Future

In addition to the online survey, POPAI and GfK are conducting face to face interviews with industry practitioners during July.

How you can participate:


  1. Go direct to the online open survey link at iquestion.completemr.com/Q216710/


  2.  Go to the survey link at on the POPAI homepage at www.popai.com.au


  3. Register to participate in face to face interviews: Email your name, company and ‘register for Shopper Marketing Survey Interviews’ to mollyk@popai.com.au 

  4. Register to participate in a group interview in Melbourne: Email your name, company and ‘register for Melbourne Breakfast’ to mollyk@popai.com.au  (registration closing 23 July 2014, places are strictly limited)

  5. Participants can also forward the online survey link to any and all relevant industry contacts for completion.


Both the online survey and face to face interviews will close at the end of July.

More information and details of the previous Shopper Marketing Industry reports available at www.popai.com.au.


Norrelle Goldring, Head Shopper Insight & Retail Strategy
GfK Australia
M: 0437 335 686
E: norrelle.goldring@gfk.com

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