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
Verdict Research: How Britain Shops Personal Care provides a detailed overview of the shopping habits of consumers. It examines, who shops for personal care, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.
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- How Britain Shops: Music & Video
Verdict Research: How Britain Shops Music & Video provides a detailed overview of the shopping habits of consumers. It examines, who shops for music & video, where they shop, whether they are satisfied with their current store and what retailers should do to satisfy customers more.
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- How Britain Shops: Homewares
Verdict Research: How Britain Shops Homewares provides a detailed overview of the shopping habits of consumers. It examines, who shops for homewares, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.
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- How Britain Shops: Footwear
Verdict Research: How Britain Shops Footwear provides a detailed overview of the shopping habits of consumers. It examines, who shops for footwear, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.
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- How Britain Shops: Food & Grocery
Verdict Research: How Britain Shops Food & Grocery provides a detailed overview of the shopping habits of consumers. It examines, who shops for food & grocery, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.
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- How Britain Shops: Electricals
Verdict Research: How Britain Shops electricals provides a detailed overview of the shopping habits of consumers. It examines, who shops for electricals, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.
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- How Britain Shops: DIY
Verdict Research: How Britain Shops DIY provides a detailed overview of the shopping habits of consumers. It examines, who shops for DIY & gardening, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.
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- How Britain Shops: Clothing
Verdict Research: How Britain Shops Clothing provides a detailed overview of the shopping habits of consumers. It examines, who shops for clothing, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.
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- How Britain Shops: Overall
Verdict Research: How Britain Shops Sector Summary provides a detailed overview of the shopping habits of consumers. It examines, who shops for clothing, DIY, electricals, food & grocery, homewares, music & video and personal care. Looking at where and how they shop, the report examines whether they are satisfied with their current store and what stores should do to satisfy customers more.
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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
Where Britain Shops: Supermarkets provides a comprehensive overview of consumers' shopping habits in the supermarket sector. It covers eight key sectors and analyses the four principal operators in the sector.
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- Where Britain Shops: Department Stores -NEW!
Verdict Research: Where Britain Shops 2010: Department Stores provides a comprehensive analyis of the shopping habits of UK consumers. It presents a detailed examination of changing customer profiles as well as demographic, socio-economic and shopping around trends.
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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.
Consumer Insight Profiles
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.
For a full list of all Verdict publications please click here.
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