About the Consumer Dynamics (cDNA) Series

The cDNA Series

Customers are the lifeblood of any retail business, so understanding or misunderstanding them often marks the difference between success and failure. Luckily, to aid your customer awareness we’ve listened carefully to the views of over 37000 shoppers recording information on what they shop for, where they shop for it and what’s important to them when deciding which stores to use. The results of this intensive and ongoing study is a wealth of data that tracks market trends, company performance and consumer behaviour. This, together with Verdict’s analytical insight, makes the cDNA programme one of the pre-eminent consumer research tools available for UK retail. The cDNA Series is divided into four sub-series; How Britain Shops, Where Britain Shops, The Consumer Satisfaction Index and Consumer Insight Profiles.

How Britain Shops

How Britain Shops provide a detailed examination of the shopping habits and preferences of British consumers, enabling you to track the effects of retailer initiatives and key marketplace events. Key questions answered by the 'How Britain Shops' series:

• How loyal are shoppers to the retailers they use most and what proportion of a retailer’s customers identify it as the main store for their needs?
• How successful are retailers at converting casual shoppers into main users?
• What are the key reasons for customer loyalty and which factors make shoppers defect to competitors?
• What are customers' favourite alternative retailers to the store they use most often and how do a retailer's customers shop in other sectors?

Reports in the How Britain Shops Series:

• How Britain Shops: Personal Care -NEW!
  This report analyses the key driving forces affecting consumer purchasing decision making in the UK personal care market. Read more or order.
   
• How Britain Shops: Music & Video -NEW!
  This report analyses the key driving forces affecting consumer purchasing decision making in the UK music & video market. Read more or order.
   
• How Britain Shops: Homewares -NEW!
  This report analyses the key driving forces affecting consumer purchasing decision making in the UK homewares market. Read more or order.
   
• How Britain Shops: Footwear -NEW!
  This report analyses the key driving forces affecting consumer purchasing decision making in the UK Footwear market. Read more or order.
   
• How Britain Shops: Food & Grocery -NEW!
  This report analyses the key driving forces affecting consumer purchasing decision making in the UK food and grocery market. Read more or order.
   
• How Britain Shops: Electricals -NEW!
  This report analyses the key driving forces affecting consumer purchasing decision making in the UK Electricals market. Read more or order.
   
• How Britain Shops: DIY -NEW!
  This report analyses the key driving forces affecting consumer purchasing decision making in the UK DIY market. Read more or order.
   
• How Britain Shops: Clothing -NEW!
  This report analyses the key driving forces affecting consumer purchasing decision making in the UK clothing market. Read more or order.
   
• How Britain Shops: Sector Summary -NEW!
  How Britain Shops: Sector Summary details the key data, findings and analysis from the eight individual sector reports in this series. Read more or order.
   

Where Britain Shops

Where Britain Shops reports, rather than looking at individual sectors, examine channels of distribution and dynamics of the two main types of multi-sector retailer, supermarkets and department stores. For each retailer they provide detailed shopper profiles by socio-economic group for the retailer as a whole and for the individual sectors in which it operates. They enable you to compare retailers against each other and to the channel as a whole and also analyse the behaviour the shoppers within the channel and their differences with non-channel shoppers.

• Where Britain Shops: Supermarkets -NEW!
  This report contains easily navigated data and insightful analysis enabling you to understand what drives customers to use each of the leading UK supermarkets. Read more or order.
   
• Where Britain Shops: Department Stores -NEW!
  This publication contains easily navigable data and insightful analysis enabling you to understand what drives customers to use each of the leading UK department stores. Read more or order.
   

Consumer Satisfaction Index

Customer opinion is the principal driver behind retailer performance but is often the most difficult factor to measure. Verdict’s Consumer Satisfaction Index (CSI) series of reports is the only available system of UK retail performance benchmarking that is defined by the customer. This series analyses the results of a survey of 6,000 UK consumers per year to identify their satisfaction levels with 69 key UK retailers across eight different retail sectors including food & grocery, clothing, footwear, DIY, electricals, homewares, personal care and music & video. Use the CSI satisfaction scores to understand which factors drive UK consumer satisfaction and how to ensure you attract and retain customers.

• Read more information on the Consumer Satisfaction Index.
   

Consumer Insight Profiles 2008

Consumer Insight Profiles are a new series of reports based around individual retailers. They present a highly detailed, data-rich overview of a retailer’s customers in the sectors in which it operates. In addition to the metrics presented in How Britain Shops retailer profiles, Consumer Insight Profiles cover extended analysis by household characteristics, employment and marital status and ACORN group.

• Read more information on the Consumer Insight Profiles Series.

 
 
For a full list of all Verdict publications please click here.