Government initiatives have changed the healthcare environment. The wider availability of over-the-counter medicines is creating growth opportunities. Buckingham Research has been working with Pfizer to develop their understanding of the shopper and so give them competitive advantage.

A first study delivered a robust set of shopper segments which we brought to life with demographic and attitudinal profiling. We used ‘Spark’ – our own advanced modelling tool – to identify a small number of ‘golden questions’ that will accurately classify shoppers.

We then looked into the behaviour of the different types of shoppers. Pfizer has shared our findings with retailers to improve ranges and merchandising.

We have also developed a new approach to improve understanding of shopper decision-making. This helps Pfizer identify the ideal product range and, once again, to work with retailers to make displays meet shoppers’ needs.