Often overlooked in a company’s feedback strategy, secondary and non-shoppers can provide critical insights about competitors in your market area or online space. How do your direct competitors stack up across dimensions of quality, selection, service, and value? Where are the opportunities to better tell your story? In the retail arena, competitive or consumer image studies are essential for underperforming locations, remodel planning, site selection, and general periodic brand assessment. Our consumer image studies remain a powerful way to gain a deeper understanding of shoppers.