Category segmentation and shopper decision tree

​🛒 How Do Shoppers Really Make Decisions In-Store?

​Most of us talk about categories, brands, segments, and channels. But shoppers don’t think in the same way.

​What if we could understand how categories are actually structured in shoppers’ minds? What drives their choices? Which products compete with each other? And where are the real growth opportunities hiding?

​Join us on June 6th, from 11:00 AM to 1:00 PM, for an insightful session with Divesh Israni, who will introduce the concept of Market Structure — a shopper-centric approach to understanding how consumers organize categories and make decisions.

​During the session, we will explore:

​🔹 Why understanding shopper decision hierarchies is critical for growth

​🔹 How market structure helps uncover true competition, substitution patterns, and growth opportunities

​🔹 Different approaches to building market structures and translating them into actionable business recommendations

​Whether you work in category management, shopper marketing, insights, sales, or brand management, this session will provide practical frameworks to better understand shopper behavior and identify new opportunities for growth.

​⚠️ Registration is mandatory. The venue details will be shared only with registered participants.

​We look forward to another engaging discussion with the SEE community!