To get a really good understanding of how shoppers behave on the store floor and in front of the shelf, you want to see consumers store in real life. This is why we use 'accompanied shoppings' in qualitative research. Blauw's researcher goes 'shopping' together with the consumer, possibly accompanied by the marketer.
These shoppings offer a unique combination of actual behavior and experiences. The shopper's behavior is observed, followed by a brief interview about experiences of both the shopper and the researcher. Accompanied shoppings are typically used in conjunction with a quantitative "customer decision tree" survey.
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