• 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
paulPaul Yao
Executive Director, Ipsos UU
Email Paul