The challenge Traditional in-store behavioral research has typically grappled with a fundamental issue of response-based data capture: the ability for people to remember, after the fact, in the moment actions, motivations and thought processes. Grocery store trips can be full of distractions: lists, kids, fellow shoppers, promotions, signage, trials and more. With so much to process, shoppers are not always in the right mode to mentally make note of everything they do for the sake of research. In-store shop-alongs are one solution, but they’re expensive and don’t really scale. What’s more, there’s an unmeasurable potential for a sho- palong observer to change a shopper’s behavior, as the shopper tries to present how they’d “like” their shopping experience to be. So how do resear

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