Our Approach

The new and enriched Gain & Loss Analysis combines real purchase behaviour with direct shopper conversations via a unique qualitative approach. It is designed to understand switching dynamics in your category.

Using DVJ shopper data, we track how shoppers move between brands, retailers and products based on actual purchases. This reveals exactly which shoppers you win, which you lose, and where they go.

To explain why these changes happen, we complement behavioural data with targeted qualitative conversations via the principles of 5 Hellos. Through short, structured sessions, we uncover the motivations behind switching behaviour, such as price sensitivity, promotions, availability and brand perception.

By combining “what is happening” with “why it is happening”, Gain & Loss Analysis delivers a complete and actionable view of competitive dynamics.

Key Benefits

• Understand real switching behaviour: See exactly which competitors you gain shoppers from and where you lose them

• New qualitative approach: Integration with new and validated qualitative approach using the 5 Hello principles

• Move beyond sales and market share: Go from “what happened” to understanding actual shopper movements

• Uncover the drivers behind switching: Link behaviour to motivations such as price, promotions, availability and perception

• Turn insights into concrete actions: Identify how to retain shoppers, win back lost buyers and grow your brand

• Combine registered data and qualitative insight in one approach: Behavioural data explains what happens, conversations explain why