A global consumer packaged goods company with a portfolio of widely recognized household brands had a clear mission: optimize performance across the digital shelf. Their shopper insights team focused on understanding how consumers interacted with products across Amazon, Walmart, and regional grocers. But while they had plenty of survey data, they lacked visibility into actual shopper behaviour — how consumers clicked, scrolled, filtered, compared, and ultimately made decisions. They turned to Voxpopme to close that gap.
The Challenge: Seeing Half the Picture
The team ran regular digital research projects to evaluate how product pages performed across retail sites. They assessed searchability, navigation issues, third-party seller impact on brand presentation, and gaps in content or conversion signals.
But their methods — surveys and post-task interviews — missed key friction points in the shopping journey:
- Invisible drop-offs: Shoppers reported pages were “easy to use,” yet conversion stayed flat. The team couldn’t see where hesitation and confusion actually happened.
- Regional blind spots: Different markets had unique retail environments with localized UX quirks and category layouts — especially across regional grocers and international platforms.
- No behavioural layer: Existing tools captured what shoppers said. They needed to see what shoppers actually did.
“We kept getting feedback like, ‘The page was easy to use,’ but we’d still see drop-offs or low conversion. We weren’t seeing where shoppers were hesitating or clicking around in circles.”
The Solution: Screen Recording Meets AI-Powered Analysis
Already familiar with Voxpopme’s video survey platform, the team expanded their usage to include screen recording studies embedded directly into their video surveys. Here’s how they made it work:
Embedded shopper tasks
Participants completed specific tasks — finding a specific SKU, comparing prices versus delivery speeds, locating product usage information — while their screen was recorded. The team captured the actual flow across retailer PDPs and search pages, not just recalled impressions.
No time limit, no lost context
Because Voxpopme imposes no artificial time limits, the team captured entire journeys — including moments of indecision, tab-switching behaviour, and in-depth reviews of content and FAQs.
Region-specific journeys at scale
Using Voxpopme’s desktop testing and mobile apps, they ran localized studies in multiple countries. Each market’s unique retail dynamics were captured without requiring a different platform or vendor.
AI-powered insights and centralized sharing
Each screen recording was analyzed using Voxpopme’s AI, which automatically flagged key behaviours, patterns, and sentiment. The research team compiled short highlight reels showcasing stakeholder-specific moments — such as users struggling to locate shipping options or skipping over critical product details.
“We had one project where a key product line was underperforming on two major retailer sites. Once we saw the screen recordings, it was clear — shoppers couldn’t find the variant. They were filtering by size and flavour, and never saw it. That wasn’t something they would’ve said in a survey.”
The Results: Better Visibility, Faster Action
The shift to Voxpopme’s screen recording unlocked a new layer of digital insights for the team:
- 70% faster turnaround on digital shelf optimization projects.
- 5x increase in stakeholder engagement driven by video highlight reels and visual insight delivery.
- Improved PDP conversion after directly observing shopper confusion around variant selection.
- Consistent, GDPR-compliant global execution across North America, Europe, and LATAM.
- 60x faster analysis of user research recordings with AI-powered tools.
The ability to watch the digital shopping journey — and overlay it with sentiment, click paths, and AI analysis — transformed the team’s role from analysts to strategic advisors on everything from retailer partnerships to content syndication.
From Analysts to Advisors
With real shopper journeys, no barriers to scaling, and AI transforming video into customer proof, this CPG brand finally gained the behavioural visibility it needed to close the loop on digital shelf optimization. The team now optimizes faster, collaborates more effectively, and stays ahead of the ever-evolving digital retail landscape.
They stopped reporting what shoppers said. They started showing what shoppers did — and that changed every conversation.