UK-based market research firm Taylor Nelson Sofres (TNS) and Sorensen Associates are among those who have captured the opportunity.

TNS acquired the US-based in-store research company Sorensen Associates in the US last year, transforming it into subsidiary TNS Sorensen.

By making the acquisition, TNS expects to strengthen its market research business by adding in-store research service to its portfolio.

"Modern retail businesses have developed significantly. An example is Thailand, where modern retailers used to account for 5 per cent of the total retail business. Last year, they accounted for 26 per cent and this has increased to 30 per cent today," TNS (Thailand) managing director Hoo See Kong said yesterday.

Moreover, each retailer offers an abundance of products manufactured by hundreds of brands. Hence, important factors at stores that convince shoppers to purchase certain brands are the shoppers' walking direction, time spent at specific shelves, point-of-purchase stimulation and promotions.

TNS Sorensen's global scientific director for Shopper Insights, Herb Sorensen said manufacturers and retailers increasingly need to understand complicated consumer behaviour and he was confident the demand for in-store research would boom.

Sorensen said TNS Sorensen had tools such as PathTracker, a technology that allows clients to understand the behaviour of shoppers in their stores and provides metrics for measuring in-store traffic.

TNS Sorensen is conducting heavy public relations activities by arranging seminars in targeted countries such as China, Hong Kong, Thailand and Australia.

Nitida Asawanipont

The Nation