Understanding the path to purchase: unlocking savoury pastry growth

Presented by Green Shoots Research and Samworth Brothers

This webinar focuses on the power of understanding the total path to purchase, utilising a programme of research methodologies to unlock insights that drive category growth. 

The Savoury Pastry categrory faced some challenges, often known as a confusing 'wall of beige', with an older consumer profile. Understanding around how shoppers defined, navigated and shopped the category was needed, across a variety of channels.  

Find out how Samworth's approach to understanding the total path to purchase by blending different methodologies has led to a set of insights that are unlocking conversations with the trade and leading to improved category and brand execution

Emilie Burrows, Co-Founder and Director, Green Shoots Research Ltd

Emilie is a seasoned shopper insight professional, having spent the last 20 years designing, delivering and emdedding shopper insight programmes into global organisatoins such as Unilever, Mars, The LEGO Group and Samworth Brothers. Emilie previously worked for ID Magasin, TNS and Kantar Retail before co-founding Green Shoots ten years ago.

Emilie is passionate about understanding the motivations behind why and how we buy; using these insights to drive strategies for merchandising, range and communication with her clients.

Kate Manley, Group Insight Manager, Samworth Brothers

Kate is a brand and consumer insight professional having spent time working on brand and brand partnerships at Boots on categories from Femcare and incontinence to Professional haircare and health innovation before moving into the field of Insight to follow her passion for understanding what motivates people and why people do what they do. Kate now works for Samworth Brothers as Group Insight Manager across the Savoury Pastry business. 

AURA members - register for this event

Not an AURA member? Request to attend this event for free here