POS Insights was founded in 2012 with a simple belief: point-of-sale should work hard, not just look good.  In our early years, the focus was on making POS purposeful, ensuring displays, messaging and in-store activations earned their place by delivering value to shoppers, brands and retailers. We still hold this central to what we do.

Over time, our remit has grown. Because understanding shoppers means looking beyond the fixture, we step back to explore the behaviours, needs and triggers that shape the shopper journey and drive decisions. Today, our work helps brands and retailers uncover how their products are perceived, why they stand out (or don’t) against competitors, and how those perceptions shape choices.

Today’s tools make it easier to capture more data, faster, but knowing what matters, and how to curate it into insight that drives commercially sound action, still takes experience, and we bring both together. This understanding informs shopper touchpoints from packaging design and planogram layouts to POS activation strategy, always with the same goal: ensuring each execution delivers clarity, relevance and commercial impact.

POS Insights is led by Dawn Odoi MMRS and Member of ICG, who cut her teeth agency-side developing POS campaigns for Coca-Cola in the UK, an invaluable grounding with one of the world’s most recognised brands.  Building on her combined POS and research experience, she later moved into shopper insights, to bring a uniquely integrated perspective on how brand, shopper and retailer priorities intersect.

Her career has since spanned projects with many of the UK’s most recognised names, delivered both directly and in partnership with leading agencies, from Tesco, Sainsbury’s, Asda, Boots, B&Q, Homebase, M&S and Booker, to Unilever, Coca-Cola, Nestlé, Weetabix, Ocean Spray, Young’s Seafood, Kärcher, Little Dish and GORE-TEX.

Clients value Dawn for her laser-focused attention to detail, clarity of recommendations and ability to turn insight into action. Her approach combines commercial realism with shopper empathy, considering how shoppers trade up, cross-purchase and navigate ranges, turning insight into impact where brand and shopper meet. It’s this blend of precision, perspective and practicality that defines POS Insights; delivering work that not only answers questions but drives confident, commercial decisions.