Shopper Insights

Also known as: Shopper Research, Shopper Marketing Research, Retail Insights

Deep understanding of consumer behavior, motivations, and barriers in the purchase process in physical or online stores.

Shopper Insights are the set of knowledge about consumer behavior, attitudes, motivations, and barriers specifically in the context of the purchase process—in physical stores, e-commerce, or hybrid channels—with the goal of optimizing the shopping experience and maximizing conversion.

The fundamental difference between consumer insights and shopper insights: the consumer is who uses the product (may be different from the buyer), the shopper is who makes the purchase. In many categories, the buyer and consumer are different people (e.g., mom buys cereal for her kids).

Shopper insights research methods: in-store ethnography, eye tracking, mystery shopping, path-to-purchase studies, shelf tests, and loyalty card data analysis.

Atlantia integrates shopper insights in its trade marketing and category management projects for FMCG brands in LATAM.