How consumers purchase is becoming increasingly important information for marketers. In response to a clearly defined need by brands for data to address demographic and geographical challenges, BMi Research has been appointed by Spark Media to assist with the delivery of Roots data, via Storyteller. Storyteller is a software programme and a new addition to the Roots survey. It will allow for data to be presented in a graphic and more visually appealing way, making it more accessible to sectors such as FMCG, retail and property. Roots via Storyteller will provide insights into consumer behaviour at a local level. The data collected can relate to specific behaviours, for example whether consumers have visited casinos, shopping malls or fast food outlets; which supermarkets they shop at and what they buy; whether they have purchased appliances or DIY tools and whether purchases are spontaneous or planned. Marketers will be able to obtain information about where their customers bank, wh...
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