Quick answer: Shopper insights are a deep understanding of how and why people shop, captured at the moment of the decision. They explain what drives a shopper to notice, choose, or skip a product at the shelf or screen, and brands use them to...

Quick answer: The food and beverage customer journey runs from the trigger or craving through choosing a store, navigating the aisle, deciding at the shelf, and returning. It is fast, habitual, and emotional, and it turns on a few seconds of...

Quick answer: Brand managers research the shopper decision journey in store by observing the decision where it actually happens, using intercepts, eye tracking, shop alongs, and decision trees. These methods capture the real reasoning,...

Quick answer: Qualitative research reveals why shoppers behave as they do along the path to purchase, the reasoning, emotion, and friction that numbers alone cannot explain. Retail brands use it to understand the real decision at the shelf, find...

Quick answer: Brand switching is when a customer buys a different brand than the one they usually choose. It is rarely a change of loyalty and much more often a reaction to the moment, an out of stock, a better looking option, an unfair feeling...