Most retailers can tell you who their ideal customer is. They can describe the target demographics, provide important details about segmentation mindsets and motivations. But in practice, the store audience is rarely that static or singular.

Strong research doesn't happen in isolation, but through conversation with the people who are affected by an issue, invested in its outcome, or closest to the realities that data alone can't capture.

Pricing is nearly always a key part of the shopper’s decision-making process. In consumer-packaged goods (CPG) research, it surfaces at the top of shopper priorities with remarkable consistency.

A question we hear often from clients is deceptively simple: if I put a display in store, how many people will actually stop and shop it?

Not every customer who walks through the door made the decision to do so days in advance. Many made it in a matter of seconds, mid-stride, based on something they saw, felt, or were drawn to

Before shoppers read a sign, compare prices, or click “buy,” their eyes have already made a series of rapid, unconscious choices. Our eye-tracking methodology allows us to capture and interpret these moments...