We track samples distributed, conversations started, and stated purchase intent when appropriate. Those numbers sit beside photos of the setup and notes on stock gaps that promoters observed.
Ignore vanity metrics that cannot inform the next brief—raw footfall without context, or social impressions from an activation that was never meant to film well.
Shopper objections are gold. If sweetness, packaging size, or price perception comes up repeatedly, trade and brand teams can adjust before a national listing push.
A short recommendations page beats a fifty-slide deck. We keep reports readable for field managers who need to book the next week of outlets by Friday afternoon.