Convenience Store Tracking Programme (CTP)
Since late 2013, CIE Group’s specialist fieldwork agency Facts International has been contracted by a large UK retail consultancy to undertake a major syndicated bi-annual research piece – the Convenience Store Tracking Programme (CTP) – which tracks the UK convenience store sector.
The main phase of the programme runs over a period of eight weeks from February to April, with 20,000 face-to-face interviews taking place, questioning shoppers and retailers around typical shopping patterns. 28 convenience store chains, including The Co-Operative, Nisa, and Costcutter have interviews take place in their stores across the UK and Northern Ireland.
In order to gain an accurate cross-section of results, interviews are conducted seven days a week, from early in the morning to late at night, in line with typical convenience store opening hours. The research is particularly challenging, due to its large scale nature and being conducted in the winter months where there are more factors to consider when interviewing. The programme had historically been run over many years by another incumbent and as such, there was a large amount of quota management involved where it was imperative for the client that certain regional quotas, as well as quotas by time of day, day of the week and individual retailer, were obtained, to match with previous results. It was also critical to the success of the project that regional nuances were considered in terms of specific interviewing location (whether on location or in-street), as well as ensuring buy-in to the research from the individual store managers.
Over 70 major organisations received the outputs from this study, which allows them to track and trend shopper behaviours and attitudes in the UK convenience sector and how this has changed over the course of the last 12 months. The feedback our skilled interviewers collect from customers on the ground is of enormous assistance to these companies to make important business decisions.