INSIGHT on INSIGHT: Utilizing Shadow Shopping
WHAT AND WHEN: Proper usage
In-store observations can reveal very surprising habits. However, poorly-executed observations can produce artificial insight that does not reflect real life experiences.
Pre-recruited shopalongs typically create unnatural experiences due to the screening process, the act of pre-scheduling shopping trip at a particular store at a particular time, and the intrusive role played by the interviewer. This person interrupts the normal flow of shopping and can create a sense of interrogation as participants are constantly asked to explain their actions.
Shadow shopping avoids these missteps by secretly observing shoppers on a normal, unforced shopping trip, and only intercepts them after the act of shopping is completed and the shopper has followed through to a purchase decision (or no purchase decision at all).
WHY: The benefit and value
There are many in-store or at-shelf behaviors that are difficult to articulate because shoppers are not consciously aware of or able to recall the details desired by researchers.
Inconspicuously observing shoppers can reveal subtle behaviors as well as quantify dimensions like total time spent in front of a shelf or the number of items interacted with.
While this insight typically doesn't produce clear and factual answers, it can establish new evidence to challenge existing perspective. It can also reveal points of confusion or key inflection points (like the need to be able to touch the physical product, not just the package) that are critical to reaching a purchase decision.
HOW: Tips to guide a basic approach
Like other qualitative insight, shadow shopping must be carefully processed with conclusions carefully projected.
The following considerations should be made when utilizing shadow shopping:
- Pick stores carefully. The store layout, modular and geographic locations will heavily influence who is observed and how they behave.
- Pick execution times carefully. Weekday shopping is typically very different than end-of-workday shopping or weekend trips. Each will suggest the dominance of different habits.
- Have a prepared template to capture movement around the floor and a detailed modular to capture interaction with the shelf.
- Design the discussion guide to easily adapt to various situations or observed behaviors.
APPLICATION: What to do with the results
Gaining in-person exposure to in-store behaviors can provide significant insight related to how shoppers move and interact with products. Learning can be used in a variety of ways, including:
- Designing modulars that fit the natural flow of shoppers.
- Developing promotions or messages that appeal to at-shelf navigation and thought processes
- Changing packaging or labeling to address at-shelf expectations related to information or access to seeing or touching the physical product.