In-Store/Shopalong Ethnographic Interviews

Shopalong Interviews Uncover Subconscious Influences And Motivations

In-store ethnographic market research interviews, also referred to as Shopalong interviews, help uncover thoughts, influences and motivations when consumers are shopping for your product to ensure the packaging, placement and in-aisle marketing efforts are all working to engage your consumers.

Through either pre-recruited or intercept interviews, a Doyle researcher acts as an observer to better understand the entire process a consumer experiences when shopping for and deciding which product to ultimately purchase. We spend time with a shopper identifying and exploring all activities that are part of the shopping process (both in-store and online).

• The triggers of the need or desire for the product
• The planning process and the activities that take place prior to their shopping trip
• The factors that influence the purchase decision prior to heading to the store
• The behaviors that take place in the store and in the aisle
• The role of in-store sampling, displays, signage, multi-media promotional efforts, customer service, etc.
• The multi-channel shopping process (on-line, in-store or both)
• Post-purchase satisfaction.

The How's And Why's Of In Store Behaviors

More specifically, during these in-store ethnographic market research interviews we explore how and why consumers shop the way they do. Whenever possible, shoppers are asked to follow our “think aloud” protocol so that we can hear the thoughts that are going through their heads as they complete their shopping excursion. We then observe and probe to learn about the ease with which they can find what they are seeking; what they reach for first; what draws their eye; the purchase dynamics if more than one person is involved, any frustrations they experience, etc. We work to identify all factors that influence a purchase decision and probe for further clarification.  For some studies, we follow up with consumers days later to better understand their overall satisfaction, potential buyers’ remorse and the likelihood of a repeat purchase.

DRA then combines the insights we gleaned from these ethnographic market research sessions with our shopper insights expertise to provide actionable results and recommendations.