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 decisions. To overcome this barrier and provide Black & Decker with the necessary insights, we developed a process to thoroughly understand the sub-conscience motivators driving consumer behaviour in the retail aisle.