Shopper Behaviour Study – Walmart & Target (USA)

Early-stage qualitative research was required by a leading US consumer durable manufacturer to inform merchandising, positioning, assortment and in-store communication strategies for their product. Feedback was also required on the concept to provide product optimisation guidance in terms of tonality, language and aesthetics.

An ethnographic shopper behaviour study was conducted in-store amongst Walmart and Target category shoppers. Respondents were pre-recruited and ‘Shop-Alongs’ were carried out in-store across a sample of stores across the U.S. A Vox-Pop style video was also created – bringing the research to life for our client and their retail partners.

To be shared with Walmart and Target as part of commercial negotiations in 2026/27 – insights uncovered natural shopper-led behaviours, expectations and triggers for the new concept range and clarified where the range ‘belonged’ within the shopper journey.  The right category location, aesthetic, messaging and emotional hooks were identified to be further validated in a stage of follow-up quantitative research amongst robust sub-cells of key channels/retailers.