Qualitative Shopper Research
Know how shoppers really make decisions. Understand their true motivations and influences to shape decision making.

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Wonder why your new launch isn’t selling? Or how shoppers react to a new promotion? Over 30 years of qualitative shopper understanding means we ‘get’ how shoppers’ minds work and why they behave as they do. We get you close to people’s needs on the path to purchase, so you know when and how to satisfy them.

Global scope

1 million shoppers observed and spoken to
80+ markets where we have deep understanding
30+ years experience of shopper understanding

Key features

Innovative solutions

Uncover motivations in key moments with cognitive interviews, retail immersion, autoethnography and activation workshops.

Holistic approach

We combine qualitative and quantitative approaches with other data sources to help you drive brand and category growth.

Cross-cultural insight

With cross-cultural insight from a deep human understanding of 80+ markets, we help you influence shopper decisions.

More information

We use cognitive interviewing, a memory reconstruction technique, to detail shopper journeys and identify moments of opportunity for your brand. We develop a vivid and actionable view of the journey, combining the chronology of events with the cultural forces, motivations and the practical considerations driving it.

Autoethnography is a mobile app-enabled approach that uncovers the critical moments in the path to purchase. We set shoppers shopping tasks (online and offline) and ask them to record, tag and upload pictures of disappointments, oddities and delights during their purchase journey on the app. After the ‘trip’ we explore motivations and behaviors in depth with a cognitive interview.

With activation workshops we develop ideas and bring insights to life for the retail environment. Our creative sessions with proactive consumers or cross-functional client teams use a range of sensorial stimuli to enable ideation on ideal planograms, journey interventions, new packs and other shopper initiatives.

Related solutions
Influence shoppers, increase sales or drive brand conversion at each stage of the path to purchase, online and offline.