Field Agent Gets Inside Consumers' Minds as they Shop for Halloween Candy

Using the Field Agent mobile app, the company discovers key shopper insights about brands and retailers

Oct 29, 2014, 10:00 ET from Field Agent

FAYETTEVILLE, Ark., Oct. 29, 2014 /PRNewswire/ -- Field Agent utilizes their crowdsourcing app to gain insights about customers shopping for Halloween candy. Consumer brands and retailers now have the knowledge of what their shoppers experience and the decision-making process as they're in the store.

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Halloween has become a huge opportunity for consumer-packaged goods to stand out, considering approximately 97% of households will participate in Halloween this year, according to a recent Field Agent study of 250 mothers. Field Agent has discovered what matters most to customers shopping for Halloween candy. Everything from visually appealing packaging and displays to uniqueness of a product stands out in customers' minds.

In a free form survey question, Field Agent asked respondents to describe an improvement retailers could make to the main Halloween candy aisle to better serve customers. One 41-year-old female from California said, "Don't put the aisle so far back in the store. Maybe somewhere in the middle or right in front of the store would be better."

Rick West, Field Agent CEO stated, "We see more and more of our clients using our panel to gather insights in near real-time to supplement their ongoing quantitative studies. Once a potential insight is identified, our team of researchers at Field Agent can quickly come along side and validate and probe into the why. Our clients love the speed and depth that mobile research provides." 

It has been made clear that customers respond to unique products with stimulating packaging and displays that are convenient to access. Field Agent highlights what customers look for and what factors influence them to purchase Halloween candy in a free Halloween audit report titled, "Intelligent Audit of the Halloween Candy Aisle."

The report includes several questions from two different surveys, one with a sample size of 300 consumers that participate in Halloween and the other with 250 mothers who have children living at home. For more information on trends and insights of Halloween candy shoppers, as well as other reports on consumer surveys, please visit

About Field Agent: Field Agent has changed the way the world collects business information and insights. The company uses crowdsourcing data via smart devices from everyday consumers. Follow Field Agent on LinkedIn and Twitter.

Shauna Vo
Field Agent

SOURCE Field Agent