Global market research company Synovate and VideoMining, a leading provider of in-store intelligence for shopper marketing, announced during the annual IIR Shopper Insights in Action conference that the firms have formed a strategic partnership initially focused on the syndicated Center Store MegaStudy.

The Center Store MegaStudy will deploy VideoMining’s breakthrough in-store measurement and analytics technology in a carefully selected sample of stores in 15 US markets to analyze over ten million grocery trips over a period of few months. The large behavioral data set, integrated with transaction data and attitudinal surveys from Synovate, will provide unprecedented visibility into the path-to-purchase of grocery shoppers and the factors that impact purchase decisions.

“We are delighted to be working with VideoMining on the leading research study for the supermarket industry,” said Mark Berry, Executive Vice President of Synovate. “This is a unique opportunity to combine Synovate’s leading market research insights on shopper decision making and behavior with VideoMining’s shopper knowledge and powerful technology platform.”

“This partnership allows us to combine the HOW of shopping behavior with the WHY to develop unprecedented insights on purchase barriers and ways to effectively overcome those barriers,” said Tom Sullivan, President of VideoMining. “These insights will help both retailers and manufacturers optimize each grocery shopping trip.”

The grocery program will benefit from VideoMining’s experience with a successful ongoing syndicated program in the Convenience channel as well as chain-specific shopper insights programs with several major retailers.