- Shop-Alongs are interviews (45 mns) done with pre-recruited shoppers of the relevant target. They perfectly complement the shopper intercepts, uncovering the whys.
- Moderator will observe the whole purchase process without interrupting
- It will usually follow up with a post-shopping interview to seek for answers for certain product choice, buying behaviour or evaluation on POS touch points (e.g. salesperson, POS materials, etc.)
- Very powerful methodology as it provides neutrality and Shop-alongs in-depth diagnostics
When to use
- Shopper understanding