“Shop as if no one is watching” seems like a simple enough command. But place a recruited consumer in a simulated grocery environment and bias almost always comes into play. That’s one reason why brand marketers are trading time in labs fashioned after specific chains, for real-life observations in actual stores. If consumers appear to be shopping as if no one is watching, it’s because they’re unaware that someone actually is. Tests are discreet since they involve ceiling cameras and ...
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