How ShopperVista delivers against your business needs

The ShopperVista team recently hosted a listening session with valued partners across the FMCG industry to get under the skin of the most pressing business challenges in 2026.

At ShopperVista, we shape our insights around what fits our clients’ needs most. By listening to our clients, we have identified four hot topics that we will deep-dive into this year, in addition to our regular programme. Each of these has been designed to unpack the key issues and complexities affecting the industry today and how, together, we can better prepare for the challenges of tomorrow.

Topic 1: Price and promo - What promotional strategies work best for shoppers?

Our first report will examine what cuts through with shoppers at a time where value is still so heavily sought after. This report will compare the impact of everyday low prices with the ever-growing influence of promotional mechanics. We will take a deep dive into how promotional tactics vary by category, mission, and channel to uncover what genuinely breaks through with shoppers. ShopperVista subscribers will have access to the full report from 31 March.

Topic 2: Retail media – How much do shoppers pay attention to retail media?

Our second instalment, published in May, will focus on retail media. Drawing on best‑in‑class examples curated by IGD’s retail experts, we will examine which in‑store media formats truly get shoppers’ attention and, most importantly, influence their behaviour. We’ll explore what shoppers actually notice in‑store, whether bigger really is better, and compare the impact of key formats. Gondola ends have been shoppers’ go-to for a long time. This report will examine any changes we are observing in shopper behaviour and what this means for your in-store marketing strategy.

Topic 3: AI – How is AI influencing shoppers?

Next, in August, we will analyse the growing power of AI in shaping shopper behaviour. Building on work from IGD’s Futures team and the concept of the hyper‑connected store, we will explore how AI is already influencing shopper decisions today and what impact this could have in the future. We will assess shoppers' trust in emerging AI‑powered tools, including smart fixtures, robotic assistance, and intelligent digital signage, and examine how these technologies are reshaping shopper decisions along the path to purchase. With the speed and unpredictability of technological innovation, this insight will help you stay ahead and invest in solutions that resonate with shoppers’ needs.

Topic 4: Shopper segmentation - What drives shoppers into the store?

Finally, in November, we will use advanced analysis tools to understand shoppers through behavioural segmentation. This approach will allow us to interpret responses across a rich bank of ShopperVista data and understand shoppers through a new lens. We’ll build personas that group shoppers by their motivations, attitudes and behaviours, then show how these profiles determine where shoppers buy, the missions they’re on, and the categories they choose. By uncovering these core motivations, this report will equip you with the understanding to help target each group more effectively.

Want to find out more?

At IGD, we listen to our clients’ pressing concerns as we work towards aligning our insight with what matters most to you. From brands to retailers, industry perspectives add real value to our work. Shopper behaviour is rich, complex, and constantly evolving; through your responses, we can target and analyse our research to answer the questions you need to understand most.

If you work within the FMCG industry and want to help shape the insight we deliver, we invite you to join our next IGD client engagement session. To get involved and to find out more, please reach out to the ShopperVista team.