From Shopper Insights to Commercial Impact
We specialise in shopper research and insights, helping brands, retailers and agencies connect better with shoppers and drive commercial impact.
Independent and agile: Senior-level insights directly from the shop floor
Clear, practical and backed by wider in-store experience, our recommendations are grounded in the realities of how retail really works
From Shelf to Sale: Turning Insight into Action
We decode shopper behaviour through observation, conversations, and analysis, understanding not just what happens at the shelf, but the influences along the shopper journey that shape purchase decisions. Here’s how we turn that understanding into in-store wins:
Strengthen Brand & Shopper Connection
By aligning messaging, design and execution with what shoppers truly value, we help brands build connections that capture attention and turn browsers into buyers, strengthening loyalty and boosting sales.
Optimise Shopper Touchpoints
The glance, the pause, the reach: critical moments in the shopper journey happen fast. We refine message content and placement to catch shoppers’ attention when it matters most, ensuring your product gets noticed and chosen, driving measurable conversion both in-store and online.
Drive Innovation & Category Growth
From new product launches to planogram layout, packaging design to POS, we bring strategy to life where it matters most — in store. Getting under the skin of shopper trends and category dynamics, and considering the practical realities of retail, we make sure strategies translate from the page to the shop floor.
From Insight to Impact: Who we work with
Whatever your role, we act as a strategic ally, helping you make sharper, faster, evidence based decisions that maximise ROI and deliver real wins in-store. Here’s what that means in practice for each group:
Agencies
Turn shopper understanding into sharper creative.
We help you prove ideas will land in-store, grounding them in shopper, category and market realities so pitches are sharper, strategies stronger, and activations launch with confidence.
Brands
See your brand through shoppers’ eyes.
We uncover how they find you on shelf and respond to NPD, packaging, and campaign activation. We work with you to explore new ways to reach shoppers and make confident, evidence-based decisions.
Retailers
Make every message count.
Together we refine in-store communication, shaping message content, placement, timing and volume to focus on what shoppers notice, need, and act upon, improving both clarity and cost-effectiveness.
Expanding into the UK and beyond
Adapt global strategies with confidence.
We help you decode the local retail landscape from shopper behaviour and retailer dynamics to communication style and execution, so your campaigns land locally while staying true to the global brand.
From POS to Bigger Picture: Our Story
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 drive decisions.
Today, our work helps brands and retailers uncover how their products are perceived, understand 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 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.
From Insight to Trust: In our clients’ Words
Our clients say it best. Here’s how our shopper insight has delivered clarity, creativity, and commercial impact across their businesses.
Insights that - DELIVERED “BEYOND THE BRIEF”
"The shopper feedback and analysis were invaluable. We’ll be applying these insights not just to this brand, but across others too."
Marketing Manager, Global BWS Brand
Insights that: CHALLENGED & RAISED THE BAR
"One of the best research presentations I’ve seen. Clear, challenging, and raised points we hadn’t previously considered."
Business Development UK Drinks Brand
Insights that - Made a PITCH. STAND. OUT
"Tesco said this was the most thorough insights work they’d seen in the pitch process, it gave us a real edge."
Account Director, Design Agency
Insights that: Drove TRUE COLLABORATION
"This project led to one of the most collaborative sessions we’ve ever had with Tesco."
Senior Brand Manager Family care brand
From First Chat to Shopper Insight: It Starts Here
All enquiries are handled personally, and we will be in touch soon.
Prefer to email? hello@posinsights.co.uk
Prefer to talk it through? We’ll happily arrange a call once we hear from you.