Magazine: How do shoppers decide? Making and understanding the decision tree

The dunnhumby decision tree is a tool that analyses real purchases, using data from thousands of shoppers. Result: a decision tree based on real shopping habits.

This analysis shows what shoppers buy within each category and makes the connection between products visible. The tool helps to understand consumer needs, shows which products can substitute each other, which products are unique in a category, which are the opportunities for introducing new products and how to place the products of a category on store shelves. The dunnhumby decision tree helps to understand how individual categories are structured. If you have any question, contact your Tesco supplier or send your contact data to infohungary@dunnhumby.com and we will call you back.