Shopping behaviour

Norstat specialises in high-quality data collection solutions to understand consumer shopping behaviour. Our quantitative and qualitative research methods ensure reliable data gathering about any desired topic or target group, allowing you insight into shopper’s purchasing patterns, preferences, and decision-making processes.

Why you need to understand shopping behaviour

“Your most unhappy customers are your greatest source of learning.”

Bill Gates, Microsoft

For retailers and store owners, getting a clear picture of how people shop – and the quality of customer service your retail business provides – is essential for identifying how to improve customer experience and increase sales.

Gathering reliable data on shopping behaviour leads to valuable insights, allowing you to boost marketing effectiveness, refine products, plan new market entries and more. But that’s easier said than done. Not only do you need robust and representative consumer data, you also need technical expertise to make sense of it. Thankfully, Norstat has the digital tools, the feet on the ground, and the market research expertise you need.

Improving the buying journey

Norstat offers a range of research solutions to explore buying behaviour, so you can:

• Identify key purchase drivers: Understand what factors influence consumers’ purchasing decisions, from price and quality to brand loyalty and convenience.
• Segment consumers: Classify consumers based on demographics, attitudes and behavioural traits to effectively tailor marketing efforts.
• Evaluate shopping experiences: Assess consumers’ satisfaction with their shopping experiences, both online and offline, to identify areas for improvement.
• Understand path to purchase: Map out the consumer journey from awareness to purchase, identifying critical touchpoints and decision-making moments.

Online panel for shopping behaviour research

Our online research panel, comprising over 4 million respondents across 19 European countries, enables us to provide high-quality data collection. For example, we can set up surveys to test various shopping scenarios, from in-store experiences to online shopping journeys. Then, through targeted profiling and screener questions, we can reach specific audiences, including:

• Demographics: Age, gender, income, education, location.
• Shopping habits: Frequency of shopping, preferred channels (online vs. offline), types of products purchased.
• Brand loyalty: Current brand users vs. non-users, brand switchers.
• Purchase intent: Likelihood to consider or purchase specific products or brands.
• Behavioural segmentation: Lifestyle, interests, attitudes, values.

Mystery shopping

Our robust Mystery shopping data collection methods give you valuable insights into the customer experience. Whether it is online, or in-person, we can help shops, restaurants, and other destinations evaluate how customers are treated.

Norstat and data quality 

Norstat’s consumer surveys are conducted with thousands of verified and trusted panellists. We ensure the highest data quality through:

• Screening: Matching respondents to target demographics.
• Consistent survey administration: Avoiding bias and ensuring uniformity.
• Rigorous data validation: Maintaining data integrity throughout the collection process.

Our commitment to quality is reflected in our client satisfaction scores:

• Panel Quality: 5.1/6
• Ability to Deliver: 5.3/6
• Client Satisfaction: 5.3/6
• Net Promoter Score: 49

Case study: Research with shoppers

We worked with a multinational brand to help them understand the shopping behaviour of their target market. Our team delivered a sample of 600 supermarket shoppers to a 12-minute questionnaire scripted by our full-service team. The study focused on understanding shopping habits and consumer attitudes towards various products. Deliverables included raw data and data tables, providing the client with actionable data.

Data delivery tailored for shopping behaviour research

Like all aspects of our shopping behaviour solution, deliverables are entirely tailored to your needs. Basic outputs include raw data or data tables, but clients can also opt for bespoke automated reporting solutions, such as Norstat Dashboards.