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In-store research Definition

Research conducted in establishments where a product is sold to the consumer.

In-store research involves collecting data and insights directly within a retail environment to observe and understand shopper behavior, product interactions, merchandising effectiveness and purchase decisions in real time.

What are the key aspects of in-store research?

• Real-world observation of consumer behavior.
• Use of tools like eye-tracking, heat maps and path tracking.
• Intercept interviews or exit surveys.
• Testing of displays, shelf placement and signage.
• Evaluation of packaging and pricing impact.
• Collection of both qualitative and quantitative data.

Why is in-store research important in market research?

In-store research captures authentic consumer behavior in a natural shopping context, offering insights that are often more accurate than those from simulated or self-reported environments. It helps brands optimize product placement, improve shopper experiences and increase sales conversion.

Who relies on in-store research in the marketing research industry?

• Consumer packaged goods companies.
• Retail chains and grocery stores.
• Shopper marketing agencies.
• Merchandising and category management teams.
• UX researchers focused on physical retail environments.

How do market researchers use in-store research?

Researchers use in-store research to monitor customer flow, measure engagement with products or promotions, test store layouts and gather direct shopper feedback. These insights inform everything from marketing strategies to product development and in-store execution.