Stellenbeschreibung:

Video project guideline: Impulse Purchase Germany

Description of the task:

Our goal is to understand impulse purchases. Please visit any of the Edeka store.

Please do not choose the store yourself — videos made at other retailers will not be accepted.

Before the visit:

• Ø Please read all filming instructions before your visit and consider printing them to ensure you answer all required questions during your recording.
• Ø Prepare your shopping list with at least 10 items and show it at the beginning of the video. Please be sure to include the date that you created the list.
• Ø Please avoid intentionally adding the following items to your shopping list for the next shopping trip. However, if you end up purchasing them impulsively during your visit, that’s perfectly acceptable:
  • • Plain Still Water – bottled water without carbonation or added flavors.
    Example: regular mineral or spring water.
  • • Sparkling Water – water that contains carbonation, but no added flavors.
    Example: plain carbonated mineral water.
  • • Flavored Still Water – non-carbonated water with added flavors.
    Example: lemon-flavored still water.
  • • Flavored Sparkling Water – carbonated water with added flavors.
    Example: strawberry or lime-flavored sparkling water.
  • • Ready-to-Drink Tea – bottled tea beverages that are pre-made and ready to consume.
    Example: iced green tea or sweetened black tea in a bottle.
  • • Vitamin Water – enhanced water drinks with added vitamins and sometimes minerals, often lightly flavored.
    Example: Vitaminwater or similar products.
  • • Functional/Sports Drinks – drinks designed to help with hydration, energy, or recovery, often used in sports or fitness contexts.
    Example: Gatorade, Powerade, or electrolyte drinks.
  • • Energy Drinks – beverages containing stimulants like caffeine, taurine, and sugar to boost energy.
    Example: Red Bull, Monster, Rockstar.
  • • Carbonated Soft Drinks)– sweetened fizzy beverages.
    Example: Coca-Cola, Fanta, Sprite, Pepsi.

Impulse Purchase 2025

Tips on Recording a Video:

• • We want to see what you see. Keep your camera pointed towards the aisle - do not record a selfie video.
• • We want to hear what you're thinking. Narrate your shopping process as you shop.
• • We recommend that you print out the instructions and take them with you when you visit the store, so that you can accurately answer ALL the questions that are in the instructions.

How your video look like:

During your shopping trip:

1. Before you start recording, make sure to take a shopping basket or cart. Don`t remove items from your cart while filming a video.
2. No purchase is required. You need to imagine that you came to the store to make purchases.
3. Please start recording as soon as you stop at a section where you decide to make an impulse purchase — that is, when you begin looking at a product that is NOT on your shopping list.
4. Then, once you’ve started recording, show us your shopping list on camera and say the name of the store (e.g., “I came to [store name] today”).
   Note: Record only unplanned purchases, covering at least three different categories.
   • • Unplanned items may include:
     • - Packaged food
     • - Beverages (non-alco, not juices)
     • - Home care products
     • - Personal care products
     • - Pet care or baby care items
   Do NOT include: produce (fresh fruits and vegetables), fresh deli (sliced meats and cold cuts such as ham, salami, turkey, roast beef, cheeses especially pre-sliced or sold by weight,prepared salads like potato salad, egg salad, tuna salad, etc., marinated items such as olives, pickles, antipasti, ready-to-eat snacks like stuffed
   peppers, wraps, small appetizers, cooked meals such as rotisserie chicken, lasagna, casseroles, depending on the store or bakery items, clothing, electronics, or appliances.
5. Do NOT record your entire trip, only the unplanned shopping moments. You should include at least 4 different unplanned product categories. More are welcome.
   Note: Once you've recorded one unplanned moment, pause your video. Resume recording when you come across your next unplanned category. You may pause and resume the video as many times as necessary.
   Example! Your shopping list includes eggs etc., and so on, but there is no bottled water on the list, you saw it in the store and answer the questions that are listed in the instructions. We recommend printing out the instructions so that during your visit you have a step-by-step guide + questions to answer.
   IMPORTANT: When you take a product from the shelf and mention that you plan to buy it today, you MUST place the product in your shopping basket, not back on the shelf. Failure to do so will result in your video not being accepted.
   • • For each unplanned category, please answer the following questions in your video:
     1. Do you have a child/children with you today? Are you shopping for them on this trip? [ONLY IF YOU HAVE CHILDREN]
     2. Tell us what made you stop and notice this category. What caught your attention?
        Ø Please show us where you are in the store by slowly turning around and describing the location in the store.
     3. Talk us through your options: Which brands or products are you looking at, and what’s making them stand out?
     4. Will you be purchasing any products you hadn’t planned to buy today? (YES or NO)
        Ø If YES, show us what you’re picking and explain who it’s for, when you’ll use it, and why it fits your needs.
        Ø If NO, tell us what’s holding you back—are you unsure, waiting for a sale, or not quite convinced?
   Reminder! Your video must include at least 3 different product types and all relevant answers above.

Feedback Guidelines:

• • Submit the questionnaire along with 1 video as proof within 8 hours after you visit the store.
• • Please ensure the video is recorded in the local language.
• • Remain available for 5 days after submitting your survey for any follow-up questions.

Artifacts:

1. 1 video with the products. In them you MUST answer all the questions. Make sure to answer all the questions for each product in the respective video.
2. Photo of your shopping list with 10 items and the date of its preparation.

Your visit will NOT be paid if:

• • You reveal yourself as a Mystery Shopper or show confusion about the task.
• • You did not prepare a shopping list with at least 10 items and the creation date.
• • You added to your list beverages types of water were indicated on the first sheet of instructions
• • You did not show your shopping list at the beginning of the video.
• • You recorded items that were already on your shopping list.
• • You included produce, deli/bakery, clothing, electronics, or appliances as impulse buys.
• • You missed answering any required questions in the video.
• • Required artifacts are missing or unclear.
• • Fewer than 3 different unplanned product categories were shown.
• • The video was recorded in a language other than the local one.
• • The survey was submitted more than 8 hours after the visit.
• • You did not respond to our follow-up request (email/call) within 4 hours if clarification or documents were needed.

Payment is 20 USD. You can visit any of the Edeka or Kaufland that is close to you. The video with the survey should be send via our website.