Johnson & Johnson USA



  • Johnson & Johnson wanted to understand why shoppers buy “Travel & Trial” products.
  • Johnson & Johnson had extensive market data on “Travel & Trial” shoppers, but wanted to understand both the consumer and purchase decision. They selected Instore Research’s “Point of Decision” methodology to achieve this .



  • Instore Research collaborated with some of the largest retailers in the world (and J&J’s partners) to gain access to the purchase decision and utilize the “Point of Decision” methodology on J&J’s behalf.
  • Instore Research was able to identify key aspects of the shopping behaviour that drove switching behaviour



  • Significant increase in “Travel & Trial” sales both for J&J and their retail partners.
  • Identified critical new product concepts that will drive future growth