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Article: Introducing the Compare feature in Walmart Luminate Customer Perception

Drive survey analysis further with side-by-side visualization

Earlier this year, Walmart Luminate Charter launched hyper-targeting for Customer Perception, enabling you to access your customers—or non-customers—with unprecedented specificity, including those who have shopped your products at a specific store, during a predefined time period, those who identify as the head of household, or even those who have not yet tried your product but generally shop your category. Hypertargeting allows you to hear from just the right verified Walmart shoppers to dial into the answers you need the most. With Compare, we're helping you be just as incisive, this time through survey analysis. Now you can drive your analysis even further with the ability to visualize and review the differences—and similarities—that really matter.

Have you ever wondered whether there is a meaningful difference between your survey respondents and how they shop for your products? What type of consumer is more likely to identify with your brand over another? Are your product’s attributes meeting the needs of consumers in each of your target consumer categories? There are hidden differences between consumer groups who shop your category and products, and now you can generate more powerful insights into their unique needs, wants, and preferences for robust segmentation and positioning. 

Using Compare, you can easily create custom views within your survey results to gain deeper insights and visualize the results of multiple respondent groups side by side. You also have the choice to apply statistical testing to pressure-test your results and decide if the differences you see between groups are truly meaningful. This allows you to explore survey results more intuitively and provides you with a deeper understanding of your audience by uncovering valuable trends to help you make data-driven decisions more easily. You can compare demographics such as age, income level, region, gender, family size, and more for each of your quantitative research questions, giving you the power of analysis to filter out the noise and focus on those differences that have the biggest impact. You can optionally filter by transactional or behavioral variables as well as added enrichments such as lapsed customers, repeat customers, or customers based on shopping frequency or channel.

Now you can compare up to eight groups of consumer types and up to five product variables. With this flexibility, you can answer questions of varying complexity about your target consumers and their shopping habits:

  • What type of customer should I target when planning my marketing campaigns for my new pet food product?
  • Are young adults in the northwestern region of the United States more likely to buy ugly Christmas sweaters than any other age group, in any other region of the United States?
  • How does income equity affect product sentiment for my shoppers? Who sees the most value in my assortment?
Figure: Sample visualization of a quantitative study using the Compare feature to differentiate between four groups across multiple variables.

To access this feature, you must have completed a quantitative research study. Start by navigating to the results section in an active or closed project and clicking on Compare below the header bar to begin a new comparison. 

Please note that Compare is only available for quantitative research reports within the Customer Perception module completed after December 6th, 2023.

Try Compare in Walmart Luminate Customer Perception.