Shop-alongs

Shop-alongs explore shopper behavior through an ethnographic approach in which a skilled analyst accompanies a shopper on her shopping trip.  Observations are made in the aisle in regards to the shopper’s navigation of the category and brands, which products she notices and investigates, how she interacts with displays and packaging, and which product she ultimately selects to purchase.  These observations inform a follow-up discussion between the analyst and shopper in which the analyst probes further to better understand the observed behaviors.  Shop-alongs allow clients to gain meaningful insights directly at the point-of-purchase to best understand what ultimately drives purchase decisions.