Accompany your consumers in real time as they shop for your products.
- What they are: In a shop-along, an IOI moderator accompanies a consumer on a typical shopping trip for a type of product, encouraging them to think through the process aloud as they browse and shop, and asking questions. This is an ideal method to collect real-time point-of-purchase feedback. We uncover new and surprising insights about the “real world” experience of the consumer, identifying any issues with a store, product, or adjacencies that make it easier or harder to locate and purchase a particular product.
- Our approach: Typically, we sit down with respondents to have a discussion over coffee before or after the store visit. IOI loves to combine shop-alongs with other methodologies: they’re a great way to supplement focus groups or in-depth interviews, in order to overlay point-of-sale insights with larger brand experience and perception insights.