Using Ethnography and Observation Research to Understand Consumer Behaviour in the Retail Aisle

Barbara Foster, Max Ruckman and Cesar Carbajal

In order to increase sales, it is important to understand what happens within the mind of the consumer while in the retail aisle.

Using Ethnography And Observation Research To Understand Consumer Behaviour In The Retail Aisle

Barbara Foster, Cesar Carbajal and Max Ruckman Market Research Associates

Introduction

Black & Decker, Society Brass Collection approached Market Research Associates with the need to understand how to improve retail sales at the point of purchase.

Most consumers are unable to accurately report their behaviour and define what influences their...

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