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Helping Retailers Understand Changing Shopper Behaviours

Announcing 'Shoppers Of Our Time': A New Way For Retailers To Understand And Respond To Covid-19

Our client, IGD ShopperVista, has embarked upon an exciting new initiative, with the support of Further's research community platform and expertise, to follow the lives and experiences of thirty diverse British households for the next two years in an online research community.

As the Coronavirus (COVID-19) crisis unfolds, our client understandably received a lot of questions from its member retailers and subscribers about what it would mean for shopper behaviour, what it will mean for the industry in the future, and how it compares to the financial crash of 2008.

The research community project will be focused on the first two questions, with the aim of identifying emerging trends early on to help its members plan a response, and to provide a toolkit to enable them to tackle future crises in a way that meets the needs of UK shoppers.

Titled Shoppers of Our Time, the project which will follow the journey of a group of diverse consumers as they navigate the challenges of Coronavirus (COVID-19), the economic recession that follows and the “new normal” that we emerge into.

The project builds on questions and feedback from IGD members, as well as our findings from existing ShopperVista data.

IGD ShopperVista will produce at least twenty reports over the next two years, covering topics across four areas that identified as being the most important to its members:

  • Shopping basics
  • Out of home consumption
  • Social consciousness
  • Lifestyle changes



IGD ShopperVista recruited 50 households from across Britain to take part in online qualitative research via the research community, from rural Scotland to the South Coast of England, and held auditions to select the 30 households they felt would provide the best input and the broadest spectrum of experiences. They then recruited participants based on ten different life stage groups:

  • Professionals living alone
  • Flat and house sharers
  • Single parents
  • Cohabiting couples
  • Families with primary school age children
  • Families with older children
  • Boomerangers
  • Post-families
  • Multi-generational households
  • Older adults living alone


The team at IGD ShopperVista will engage the community at least once a quarter for the next two years, through online communities, video calls and in-home visits, giving them tasks to do like completing food diaries, telling us about changes in their lives or thinking about what their futures will look like.

Findings from the group will be validate with surveys of 2,000 nationally representative shoppers, to build a picture of what the short, medium and long-term trends will be across the four research areas.

If you'd like to find out more about how you can understand the changing behaviours of consumers and shoppers post Covid-19 then get in touch using the link below.


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