Combining both shopper observations and qualitative face-to-face interviewing. The accompanied shop is an ideal way to establish the decision drivers for shoppers whilst observing their movement around a shopping environment.
Heat maps, movement paths and detailed shopper verbatim are just some of the ways in which the results can be shown.
Qualitative interviews that partly or wholly take place while the participant is engaging in their shopping activity, involving a degree of passive observation as well as more directed interviewing. The approach may also be applied to other retail or leisure activities, involving accompanied visits to places such as pubs, clubs or sports centres.
This method allows relevant aspects of the respondent's experience and the processes by which choices are made to be explored. It is particularly useful in bringing to light aspects of behaviour that the respondent may not be aware of, or may not be able to verbalise.
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