Category Management partnerships require a detailed understanding of the consumer and therefore by their very nature require market research. They focus the merchandising, marketing and buying functions of the suppliers and retailers on what the consumers actually want.

Category management offers the consumers two benefits :

• Providing the products consumers want/need, in areas of the outlet where they can find them, displayed in ways that facilitate a speedy choice.
• Developing the products consumers do not know they want/need, in places they will noticed and displayed in ways that encourage purchasing.

Millward Brown Ulster is very experienced in this area. The main elements of category management research are :

1. Understanding point of purchase
2. Investing brands in-store

Techniques used to investigate these areas typically including observations, accompanied shops, group discussions and in-situ depth interviews.

A successful category management programme should identify target consumers, understand their needs and help develop strategies to drive the category.