WHO'S WHO IN SHOPPER MARKETING Photo by Steve Hockstein What is your team's focus? BARRETT: Unlocking and accelerating joint business planning opportunities and delivering shopper insights that drive category growth. To influence and accelerate the speed of decision making both internally and externally by leveraging our technology. 50 y SHOPPER MARKETING OCTOBER 2016 How does GSK define shopper marketing? BARRETT: A discipline that develops insight-based activation plans, providing mutual benefits to the shopper, retailer and manufacturer. What's a concern with shopper marketing? BARRETT: The lack of an industry-wide standard for measurement. We've put a lot of rigor into this area and are making great progress within our organization.