Question 1

How are inflation and economic shifts changing path-to-purchase behaviors?

Accepted Answer

High inflation and economic uncertainty are making consumers more price-conscious, which is lengthening and altering the path to purchase as people compare more options and rethink what they buy. Many shoppers now spend extra time researching and hunting for deals — they'll compare prices online, wait for sales or coupons, and even switch to store brands or cheaper alternatives to stretch their budgets. Brand loyalty is more fragile in this environment, as consumers are willing to change their usual retailer or product if a competitor offers a better value. We also see people buying smaller quantities or delaying non-essential purchases to manage costs, which means the decision-making stage is longer and more deliberate; overall, inflation has injected more price checking and value calculation into every step of the path to purchase, so consumers today are far more strategic and deal-driven in how they move from initial consideration to final purchase.

Question 2

What kinds of expertise are professionals willing to share with researchers?

Accepted Answer

Most professionals are willing to share broad expertise and industry knowledge with researchers, especially when questions respect boundaries around confidential information. They'll often discuss general best practices, emerging trends, and challenges in their field, as well as personal experiences that led to insights. For instance, a tech manager might explain how they approach a common problem or evaluate solutions, without revealing their company's proprietary strategy. Professionals also tend to share opinions on what works or doesn't in the market and unmet needs they observe. The key is trust: if researchers clearly state the purpose and ensure anonymity or confidentiality, experts usually open up about their know-how and lessons learned. Avoid pressing for trade secrets, and you'll find most are eager to contribute their perspective to support the research.

Question 3

What practices ensure in-store observations record natural behavior?

Accepted Answer

The key to capturing natural behavior in in-store observations is to ensure the shopper doesn't feel singled out or on the spot. Researchers achieve this by blending into the retail environment - sometimes acting as regular customers themselves - or by using unobtrusive tech like small cameras or eye-tracking glasses (with consent). If participants know they're part of a study, giving them time to acclimate helps; after a while, people tend to forget about an observer if nothing draws attention. It's also useful to observe during peak hours or busy periods, so no one feels they're under a spotlight. By minimizing intrusiveness and not interfering with the shopping process, the behaviors recorded are ultimately far more likely to be authentic reflections of how customers normally act.

Question 4

How do we decide between CX dashboard templates & market-specific CX KPIs?

Accepted Answer

Choose your customer experience (CX) metrics approach by balancing the need for consistency with the need for local relevance - often a hybrid model works best. Start with a core dashboard template of universal CX KPIs (Key Performance Indicators) that every market tracks, ensuring everyone speaks the same language on fundamental measures like NPS or overall satisfaction. Then, allow for market-specific KPIs to be added in regions where unique drivers of customer experience exist (for example, a delivery speed metric in one market with logistical challenges, or a cultural preference metric in another). This way you maintain comparability across markets on the basics while still capturing what matters most in each locale. Deciding factor should be whether a local metric reflects something truly critical to customer loyalty in that market - if so, include it alongside your global dashboard, rather than forcing a strict one-size-fits-all or fragmenting everything by market. The result is a layered CX measurement system: common benchmarks company-wide, plus tailored insights that keep local teams engaged and focused on the right priorities.

Question 5

Do AI shelf simulations complement or compete with packaging mock-up tests?

Accepted Answer

AI-driven shelf simulations are best used as a complement to physical packaging mock-up tests, not an outright replacement. Virtual shelf tests (using VR or AI to model store shelves) let you experiment quickly and cheaply with package designs and placements, identifying promising options early. They can generate heatmaps of what catches the eye or simulate how a new box would look among competitors. However, these simulations can't replicate everything - factors like package texture, real lighting, and shoppers' tactile interaction only come out in a physical mock-up test. So the smart approach is to use simulations to narrow down concepts or flag obvious issues, then confirm those findings with in-person shelf tests. This way, you benefit from both speed and realism, balancing innovation with validation.

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