Shopper Missions

Get a front-row seat to your consumers’ shopping behaviors

What Is It?

Shopper Missions allow you to conduct a virtual shop-along via video. You can observe how your consumers are shopping in real time, see how your products are displayed on the shelf, and understand how your target audience makes purchase decisions.

Did you find the product easily?
A woman wearing a hijab and glasses is waving her hand during her shopper mission.

Why Use It?

Concerned feedback from consumers recalling past shopping experiences in quant surveys isn’t detailed or actionable enough
Using video helps you see the key challenges shoppers may be experiencing, and how to fix them

How to Leverage It


Objective Setting

Setting objectives will dictate the questions you want consumers to answer while in-store. Think through:

  • What’s driving the need for this research?

  • What are 2-3 questions you need answers to?

  • How are you measuring success?

A man and a woman engaging in video communication during their shopper missions.
A group of people are engaging in shopper missions in front of a red background.

Determine Audience

Determine who will be the ideal target to go on shopping missions, for instance:

  • General population sample

  • User groups, i.e. monthly product users

  • Consumers who visit certain retailers


Curate Questions

This is the fun part where you get to decide what you want to learn about from them on their mission

  • Have them talk through their purchase-decision process, and why they chose one product over another

  • Have them review the store layout/shelf setup and talk about how easy or hard it was to find items

A man and a woman having a shopper mission discussion on a video chat.
How could you enhance your experience?
What emotions did you feel while shopping?
What stood out to you while shopping?

Share Results

There are so many ways to make your shopper mission deliverables more impactful. That includes presenting the videos during town hall meetings so stakeholders can see shoppers’ experiences first-hand, or inspiring your design team with competitive shelf set visuals

Pro tip: Have shoppers document their overall journey, from walking in, looking for products, checking out, and any challenges they experience along the way
What’s a question you’d like to ask consumers?