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PEARSON is proud to give the best service day by day. That is the reason of the commercial agreement in May 2002 with Envirosell. PEARSON expanded the possibilities to help the companies in the necessities solution.
With this association PEARSON is capable to meet three new research areas: 1) Category Management: Here we are looking to understand the dynamics of how a given category of products are shopped and bought in a variety of different retail channels. The application of this information is usually in terms of Category Management; helping the client to develop in-store marketing strategies tailored to specific channels and accounts, based on actual customers behavior. 
2) Store Planning: Here we are working directly for retailers, usually to analyze a new store design (test us control) or to develop guide lines for new store designs based on actual custom shopping patterns in existing stores.
3) Service Industries: Examing the linkage between store design, operations and merchandising. Here we are often asked to look at new store / branch designs or merchandising strategies. For more information: www.envirosell.com 
As a research agency, we have been pioneers in developing research systems to document and analyze shopping behavior. Our proprietary methodology utilizes small video cameras, qualitative observation techniques, mapping programs and attitudinal interviews to capture customer behavior patterns. We work with our own trained core of experienced fieldworkers. Unlike most market research agencies, we do all of our own fieldwork and data analysis. Envirosell's unique combination of in-store research methodologies explores the dynamics and patterns of the actual shopping process as well as the influences to the purchase decision.
Combining traditional market research techniques, anthropological observation methodologies and video taping, Envirosell has established its reputation as an innovator in commercial research and as an advocate for consumer friendly shopping environments and packaging. 
Using maps and the Envirosell "tracking form", on-site researchers record the movements and activities of visitors as they shop the store. Data collection is unobtrusive and does not interrupt or influence the routine operations of the business day. 
Several cameras are used concurrently, capturing virtually everything occurring in the area studied during the research day from individual areas of a store to heavily trafficked paths. Recording takes place continuously throughout the research day. The cameras are unobtrusive and have little impact on the normal course of business. The video is used in several ways: Efficiency 
For certain issues, such as understanding the capture power of a particular display, it is more efficient to gather the data from video than to assign a researcher to observe the percentage of customers who notice the display for an entire day.
Accuracy Some behaviors are so specific, such as reading a particular side of a package, that they are easier to observe on tape, where they may be repeatedly watched frame by frame, than live. Ongoing record Sometimes the research itself creates questions requiring data that was not originally collected. Hundreds of hours of video tape are recorded for each project. The video establishes a source that may be revisited without recreating the entire research process. Presentation A compilation of the best video clips is created to accompany the presentation and illustrate the findings. The medium reinforces the information in a meaningful and memorable manner. 
Exit Interviews 
After completing their shopping and upon leaving the store, shoppers are intercepted and offered an incentive to complete a questionnaire. The actual number of interviews depends on the level of shopping incidence and interview acceptance.
The survey lasts approximately 5 minutes. Our unique methodology enables us to interpret behavior patterns with respect to other variables such as customer profile information. 
It is our collective experience and knowledge base that has built the foundation for Envirosell's consulting practice. Envirosell offers consulting services to satisfy certain client needs that a full scale research project would otherwise not be able to meet, such as:
Q. 1 How is the data for an Envirosell study generated? A. Several sources. The core of our data is gathered from our on-site researchers, or trackers. They observe and record everything shoppers do. Qualitatively, trackers also gather insights by listening to shoppers and observing the general environment. This information is often supplemented by exit interviews, sales associate interviews and video. Q. 2 Doesn't the presence of researchers in the aisle affect the course of events? A. Observational fieldwork is a very distinct skill, whether the focus is animals or people. Our researchers do their best to blend into the environment and go unnoticed. If they are noticed, shoppers usually assume that they work at the store. If their presence does somehow interfere with the shopping process, the data may be discounted. Q. 3 Do customers know they're being watched? A. Most shoppers are so intent on the shopping process that they notice very little of what goes on around them. Children are less distracted by most products and tend to notice the cameras more than adults. However, when they are noticed, most people assume that they are for security purposes. Q. 4 Why does the process take longer than other market research? A. Unlike most market research firms we only take on certain types of projects. Each job we do is custom designed from fieldwork to analysis. Almost all of our work involves putting right team and the right equipment in multiple locations. The analysis and reporting process is unique and comprehensive, drawing together data from multiple sources to create a meaningful document. We deliver more than data tables. Our goal is to provide both strategic and tactical advice for our clients. Q. 5 Can't we save travel expenses by hiring researchers from local field services? A. It isn't easy to do complex observational research. Envirosell has a core research staff that are carefully selected and highly trained. Our researchers, some of who have worked at Envirosell for close to ten years, are very experienced and have special skills. Q. 6 Are the cameras hidden? A. Although not hidden, cameras are positioned out of shoppers' general sight lines on fixtures, walls, poles or from the ceiling and go relatively unnoticed. They are mounted, temporarily, with an assortment of clamps and tripods. No nails, screws or permanent mounting hardware is used. Q. 7 Is in-store filming legal? A. According to Federal law, in-store filming in public areas does not constitute an invasion of the privacy of customers or employees. The practice of video surveillance is practiced by virtually every retail chain in this country and does not require the posting of any signs to announce its presence. Envirosell retains ownership and control of all films and tapes that we generate to prevent them from being used improperly. Q. 8 How is the customer's privacy protected? A. We are as concerned with privacy issues as anyone - it is central to our business. Our roots as a company are in public advocacy. Like most social science and anthropological research, Envirosell Audits are not designed to evaluate the actions of single individuals but rather to understand the larger patterns of human behavior. Our skill as a company has been applying those findings to design, marketing, and sales. Q. 9 Do the cameras run all day? A. No. They run during the course of the research day. Film is changed every two hours. If the cameras cannot be electrically powered, they run on batteries. The cameras are taken down at the end of each research day. Q. 10 How is the video used? A. 1. Efficiency. For certain issues, such as understanding the capture power of a particular display, it is more efficient to gather the data from video than to assign a researcher to observe the percentage of customers who notice the display for an entire day. 2. Accuracy. Some behaviors are so specific, such as reading a particular side of a package, that are easier to observe on tape, where they may be repeatedly watched frame by frame, than live. 3. Ongoing record. Sometimes the research itself creates questions requiring data that was not originally collected. Hundreds of hours of videotape are recorded for each project. The video establishes a source that may be revisited without recreating the entire research process. 4. Presentation. A compilation of the best video clips is created to accompany the presentation and illustrate the findings. The medium reinforces the information in a meaningful and memorable manner. Q. 11 How big is Envirosell? A. Envirosell has twenty plus full-time employees and over 25 part-time researchers. We also operate off-shore offices in Italy, Brazil, Japan, Mexico, and Turkey. Q. 12 How long has Envirosell been in business? A. Envirosell Inc was founded and registered its trade and service marks in 1988. Before 1988 we operated under the name Environmental Analysis and Planning Consultants. As an organization we reported our first in-store research in October of 1981, our first client was CBS Records, and our first research site was a music store in the Paramus Park Mall in New Jersey. Q. 13 Does Envirosell have any competition? A. Few companies in the United States do exactly what Envirosell does. Although our methodologies may be practiced by other research firms, Envirosell adds value from our years of experience studying shopper behavior at the point of sale across a variety of industries. 
"I enjoyed your presentation at the NAMM Show. You are the first speaker/presenter I've ever seen of whom it could be said, "He stalked the audience." Kinetic, attention grabbing, mind altering, useful, and funny . . . also come to mind. Thanks again for the break-through thinking and challenging assumptions about everything." Patrick Devine, Latch Lake Music Products
"For category management there is no more important tool than examining the purchase environment. Envirosell has been a major tool for us to tune our packaging, develop our PoS systems, and deepen our relationship with our retail vendors." Carrie Strader, Marketing Integration Manager, Hewlett Packard
"Envirosell is an expert in deciphering in-store shopping behavior, which is where the rubber meets the road in consumer marketing." Robert Bengen, Director Direct Marketing & Research, Samsonite Corporation
"Underhill analyzes how people shop categories, not necessarily specific brands . . . His work has helped retailers across the United States (and in a few other countries) get past stumbling blocks they didn't even know existed." Marketing Management, Article Excerpt
"You hear Envirosell say that if you drop your display by 18 inches, you'll increase your productivity. Everybody says, 'My God, I never thought of that!'" Judith Owens, VP Marketing, National Retail Federation New York
"Once again Envirosell delivers exactly what we're looking for. Thanks for putting the data . . . together so quickly." Allen Klose, Blockbuster Entertainment
"... I wanted to sincerely thank you for your time and energy in being our Keynote Speaker for the November ICSC event in San Francisco. You were fabulous! Never before have I seen six hundred people in the real estate industry so quiet. Like myself, all attendees hung on your every word. I was enthralled ... . You truly are one of the best and most captivating speakers I've ever seen. ... Again, thank you so much for being our Keynote Speaker and entertaining us better than any other speaker has ever done." Christine Firstenberg, Terranomics Retail Services, Inc.
"Many bookstore designs bespeak a failure to 'understand the relationship between browsing and buying'; specifically, a customer has differing needs in purchasing, say, a book on automobile repairs versus a new suspense title." American Bookseller, Quoting an Envirosell Interview
"Envirosell is an Invaluable tool for King-Casey, Design for Marketing. By developing objective evidence based on actual consumer behavior, Envirosell helps King-Casey to design restaurants that 'work' for both guests and employees." Anne Kahn, Vice President, King Casey Inc.
"You are so 'on target' with your insights about how American industry is giving lip service to the new Seniors Market but is failing to take steps to make a meaningful commitment toward building a relationship with these senior citizens." Brice McIntosh, Sr. Vice President, Director Marketing Services The William Cook Agency
"The intelligence technologies are merging. The real-world observations rounded up by Paco Underhill and others . . . now provide retailers with hitherto unavailable details about how the rest of us shop -- not only how we move through the store and what we touch, but just how much money we spend, when we spend it, and just what we buy." Health Magazine, Article Excerpt
"My sincerest compliments . . . on a study well done. The report was extremely well received with comments ranging from 'fascinating' to 'extremely interesting.' However, most important, I believe the nature of the output has opened our eyes . . . I look forward to our next project." Gene W. Stefaniak, Director, Marketing Research Long John Silver's
"We've become true believers in Envirosell's Behavioral Audits. It's breakthrough research that for the first time gives us hard empirical data. Now the design and placement of POP communications is more science than art." John Ryan, John Ryan & Company A Bank Marketing Agency |
