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Shopper insight reporting Blueprint
A single-page mental model for teams who already collect data but struggle to narrate it without overclaiming. This blueprint complements initiatives like the Insight Reporting Hygiene Clinic and Shelf Narrative Analytics Pack.
Shopper signals
Signals are observable behaviours or artefacts — cooler door propped open, handwritten promo, unusually tidy facing after a known visit. We log signals with timestamps and capture conditions, not interpretive adjectives.
- Mechanical compliance cues (POSM, pricing tickets)
- Traffic-adjacent cues (rain, school holidays)
- Staff verbatim snippets with consent boundaries
Field feedback
Field feedback loops close within 48 hours where possible: supervisors acknowledge captures, analysts flag blurry frames, and category teams get a “needs clarification” queue instead of silent overrides.
Loop checklist
- Capture uploaded with door + date stamp
- QA pass returns max three fix requests
- Narrative draft references filenames explicitly
- Limitations synced with legal guidance on quotes
Reporting framework
Executive chapter → operator annex → evidence appendix. Each section links backward so readers can challenge a headline without opening seventeen tabs.