The Category Management Handbook

Activity 10Data gathering

Figure 2.8 Data gathering

Overview

Data gathering is an essential part of category analysis and strategy development. The data-gathering action plan can facilitate the collection of category information, such as the number of players in a market and the supply-market dynamics. The data can be either qualitative or quantitative, but crucially data must be accurate and robust.

Data-gathering action plans can be developed in consultation with the category team or in isolation. Best practice supports a team approach, as it is thought that specialist knowledge held by individual members is more easily identified and accessed, ...