Process
How to find out why products sell together
Five steps from a basket rule to the reason behind it
A five-step method for finding the reason behind a market basket rule. Rank rules by the money already riding on them, recruit shoppers whose baskets contain the pair, ask about one specific trip, ask what they would have done without the second item, and add structured questions to size what you hear. Koji runs these trip interviews by voice or text with the same follow-up logic for every shopper.
Where this appears
What's in this process
- Rank rules by money at stake: Start with the pairs you already spend on: shelf position, bundles and recommendation slots.
- Recruit shoppers who bought the pair: Basket data is an excellent sampling frame and a poor explanation.
- Anchor on one specific trip: Ask them to walk you through the trip where they bought both, not what they usually do.
- Ask the counterfactual: If the second item had not been there, what would you have done?
- Size it with structured questions: Add closed questions so you can measure how common each reason is.
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/market-basket-analysis-shopper-interview-steps"><img src="https://www.koji.so/visuals/market-basket-analysis-shopper-interview-steps/market-basket-analysis-shopper-interview-steps.png" alt="Process with five steps for explaining market basket rules: rank by spend, recruit buyers of the pair, anchor on one trip, ask the counterfactual, size it." width="1200" height="739" /></a>
<p>Source: <a href="https://www.koji.so/visuals/market-basket-analysis-shopper-interview-steps">How to find out why products sell together</a>, Koji</p>
