Seeing the shopper’s world through their eyes
At Haystack Consulting, we believe the best way to understand shoppers is to walk beside them. Our Accompanied Shopping studies take you into real retail environments, exploring what shoppers see, feel, and decide as they shop.
By combining behavioral observation, in-depth interviewing, and technologies like eye tracking, we reveal the real path to purchase, what drives attention, emotion, and choice.
About the service
What is accompanied shopping?
Accompanied shopping is an immersive qualitative research method that allows us to follow consumers as they shop in real or simulated, offline or online retail settings.
When we observe behaviors and listen to reflections, we uncover the conscious and subconscious cues shaping co decisions.
From observation to understanding
Each session is a one-on-one exploration where we join the shopper on their mission, capturing real reactions at every touchpoint: shelf design, packaging, pricing, store layout, and service.
Where emotion meets decision
Through guided conversations and optional eye-tracking technology, we not only hear what shoppers say and sense their emotions, but we also see precisely where their attention is focussed.The result is a deeper understanding of how brand, category, and experience influence consumer choice.
Why seeing the journey in context matters
Shoppers make decisions in complex environments filled with visual, emotional, and sensory cues.
While traditional research often relies on claimed behavior, this method shows you what they actually do through accompanied shopping missions. By combining observation with open conversation, you uncover not only what shoppers do, but why they do it.
Reveal real behavior
Notice the difference between claimed and observed behavior by watching decisions unfold in the aisle.
Map the true path to purchase
Identify how shoppers navigate categories, interact with displays, evaluate the product offering and use cues to guide their selection.
Optimize experience and impact
Understand how touchpoints, store design, shelf design, and communication influence both attention and conversion, so you can improve each step of the journey.
Start exploring real shopper behavior now
At Haystack, accompanied shopping is not just about observation. It’s about empathy, science, and storytelling that help brands design experiences that work in the real world.
Ideal partner
Why partner with Haystack for accompanied shopping
We combine shopper psychology, sensory expertise, behavioral modeling and optionally eye-tracking to reveal what truly drives in-store decisions.
From category layout to brand visibility, we connect the dots between what shoppers see, what they feel, and what they do.
Our experts are trained in both facilitation, analysis and consultation, ensuring every insight is translated into strategic direction.
Unique process
Built for real-world decisions
This qualitative method can be supplemented with quantitative techniques to create a complete picture of the shopper journey.
Where insight meets immersion
Our accompanied shopping sessions include in-store observations, guided interviews, and optional eye-tracking to capture attention and emotion.
From shelf to story
We transform behavioral data into clear recommendations that help you optimize assortment, packaging, pricing, and in-store activation.
Brand aligned
A partner who brings human behavior to life
We help you translate real-life observation into brand opportunity.
Behavioral realism
Observe real decisions and emotions in context rather than recall.
Sensory understanding
Capture how sight, touch, and scent influence shopping.
Omnichannel relevance
Explore how in-store and online journeys intersect and influence each other.
Collaborative activation
Translate findings into stories: category strategy, design principles, and training tools.
How we bring your shopper journey to life
Our approach balances structure with flexibility, ensuring each phase uncovers insight while staying grounded in real shopper behavior.
Alignment
Define objectives, category focus, and key hypotheses.
Fieldwork
Conduct in-store shop-alongs and optional eye-tracking across key locations and channels.
Activation
Translate findings into strategic recommendations, visual maps, and in-store improvement ideas.
Design
Build the research flow, discussion guide, and observation framework.
Analysis
Combine behavioral data, emotional responses, and sensory cues to build a full picture of the journey.
Alignment
Define objectives, category focus, and key hypotheses.
Design
Build the research flow, discussion guide, and observation framework.
Fieldwork
Conduct in-store shop-alongs and optional eye-tracking across key locations and channels.
Analysis
Combine behavioral data, emotional responses, and sensory cues to build a full picture of the journey.
Activation
Translate findings into strategic recommendations, visual maps, and in-store improvement ideas.
Geloof ons niet alleen op ons woord
"Great team to work with. Always innovating research agency for sensorial research!"
"Haystack brainstorms with us as a partner to create challenging, innovative, and custom-made projects."
"We have great professional experience with Haystack! They are reliable, dynamic, pleasant and highly flexible. They are specialised in sensory research among others."
"Haystack has a critical approach embedded in their company culture and methodologies. That is why we prefer to work with Haystack."
Ready to see shopping through your consumers’ eyes?
The best insights come from walking beside your consumers.
If you are ready to uncover how shoppers really shop, choose, and experience your category, our team would love to connect.
Frequently asked questions
If you are considering accompanied shopping research, here are answers to some common questions we receive from marketing, insight, and retail teams.
How many shoppers do you typically follow?
Most projects involve between 15 and 50 accompanied sessions across key regions and retail formats. But it depends on the project.
Can we include both physical and online journeys?
Yes. We combine in-store and online shop-alongs to explore omnichannel behavior and compare experiences.
How intrusive is the observation?
Our approach is discreet and participant-friendly. Respondents are comfortable and natural.
Do you use eye-tracking or video recordings?
Yes, if relevant. Eye-tracking helps visualize attention and shelf navigation, while heatmaps and footage enrich understanding.
What are the outputs of the study?
You will receive visual shopper maps, eye-tracking summaries, and actionable recommendations for layout, display, and communication.
Can this method work for online retail or e-commerce?
Absolutely. We replicate the same principles through screen-based observation and guided online shop-alongs.
Start your accompanied shopping project today
Real insight starts in the aisle.
With Haystack’s Accompanied Shopping, you can uncover the emotions, decisions, and behaviors that shape every purchase.
If you are ready to see your brand through the shopper’s eyes, we are ready to guide the way.
