Do you ever wonder what goes through a shopper’s mind when browsing the shelves for your product? In-person shop-along research offers a unique opportunity to see the shopping experience from the customer’s perspective—live, in context, and in the moment.
While technology has expanded opportunities for remote shopalong studies, there’s still no substitute for the depth and richness of in-person shop-alongs. These studies give researchers direct access to real-time decision-making, body language, and store navigation—all critical to understanding how and why people shop the way they do.
Let’s explore the benefits of in-person shopalong research, when to use it, and how to make it successful.
Why In-Person Shop-alongs Still Matter
You may ask: “Why invest in in-person shop-alongs when there are so many virtual options?”
The answer lies in the depth and accuracy of insights. While remote shopalong studies can capture shopper behavior via mobile apps or video, in-person sessions offer additional layers of context—allowing researchers to observe nonverbal cues, store stimuli, and behaviors that might otherwise go unnoticed.
When conducted properly, in-person shopalong research can actually save money in the long run by revealing critical insights earlier in the development process and reducing the need for follow-up testing.
Key Benefits of In-Person Shop-along Research
Here’s why shopalongs continue to be a go-to qualitative method for brands and researchers alike:
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Observe Natural Behavior: Capture real-time shopping decisions without interrupting the customer’s natural flow.
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Fly-on-the-Wall Perspective: Watch as participants interact with store layouts, signage, products, and promotions.
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Multi-Sensory Insights: See, hear, and even feel the environment through the shopper’s eyes—and the researcher’s lens.
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Follow-Up in the Moment: Ask deeper questions on the spot based on what the shopper did or didn’t do, providing immediate context and clarity.
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Reveal Unconscious Habits: Identify automatic behaviors that participants may not be aware of or able to articulate in a follow-up interview.
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Enhanced Data Depth: Combine what the participant says, does, and feels—all in the same session—for richer analysis.
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Beyond Self-Report: Validate what participants notice, ignore, or misunderstand about packaging, pricing, and store layout.
When to Use Shop-along Research
Shopalong studies are versatile and can be used across many industries and scenarios. Common use cases include:
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Understanding how shoppers navigate a specific store, category, or product section.
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Comparing current vs. proposed shelf setups or merchandising layouts.
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Evaluating point-of-sale signage or promotional materials.
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Observing how different consumer segments interact with product placement.
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Identifying barriers to purchase or confusion at shelf.
Shopalongs are not limited to grocery or retail. They are also valuable in:
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Restaurants and quick service dining
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Apparel and fashion retail
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Consumer electronics
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Home improvement and furnishings
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Automotive showrooms
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Healthcare and pharmacy shopping
How a Shop-along Study Works
At Touchstone Research, our shop-along methodology is customized to meet your research objectives. Here’s a typical process:
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Recruiting the Right Participants: Participants are pre-screened and scheduled to shop in their regular or target stores.
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Pre-Session Briefing: The moderator meets the participant at the location and provides a brief overview of the session.
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Shadowing the Experience: The researcher follows the participant unobtrusively during their shopping trip.
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In-Store Follow-Up: Post-shop questions are asked in relevant locations to clarify choices, reactions, and behaviors.
Every shopalong session is designed to balance observation with interaction, capturing not only what participants do—but why they do it.
The Bottom Line
Shop-along research offers unmatched insight into real-world behavior—going far beyond what a post-shopping survey or recall interview can achieve.
Whether you’re launching a new product, testing shelf layouts, or evaluating in-store signage, shopalong studies help you see the full picture—from first glance to final purchase.
Meet the author, Michelle Richard, a Senior Qualitative Analyst & Moderator at Touchstone Research with over 25 years of experience working closely with Fortune 500 companies in the areas of consumer voice, advertising, concept and positioning development, product and package evaluation, and UX research. Michelle’s expertise lies in connecting with consumers of all ages and backgrounds, from kids talking about new cereal ideas to seniors experiencing adult incontinence, and her high-energy moderating style and passion for consumer understanding allows her to probe beyond the rational. She has extensive experience in qualitative methods such as in-person and online focus groups, in-depth interviews, UX sessions, in-home discussions/ethnographies, and shop-alongs, and specializes in CPG research.
About Touchstone Research, Inc.
Touchstone Research, Inc. is a full-service marketing research and consumer insights firm serving the world’s largest brands, marketers, and agencies. Headquartered in Branford, Connecticut, with teams in Los Angeles, Austin, Denver, Florida, Chicago, North Carolina, Michigan, New Jersey, New Hampshire, and Rhode Island. Touchstone Research specializes in custom research, managing proprietary online panels and communities, youth and family, media and entertainment and technology research. For more information, visit www.touchstoneresearch.com.