We predict what shoppers really want.
Every day, our passionate, curious, fearless researchers and strategists study shoppers’ lives, make sense of patterns, explore and interpret sentiments to understand why, where, and how they buy, and what they will do next. To activate your retail future you must follow shoppers every day, always. It’s what we do.

Shopper Research & Insights
For three decades our How America Shops® research has successfully tracked shopper sentiments, lifestyles, attitudes and behaviors to buying across all types of retail – physical and digital. Predictive, actionable insights and customizable analysis show why shoppers do what they do, and how to boldly respond.

Retail Research & Innovation
We deliver retail and retailer insights and innovations from around the world. Our national surveys, in-depth interviews with retail executives, our global Retail Safaris®, and consulting advice, guide your relationships and strategies with retail partners to accelerate mutual growth.

Consulting & Activation
Our consulting services help you identify innovative growth opportunities and white spaces, for categories and retail. Then our activation resources enable your organization to envision, build and execute successful, differentiated, shopper-centric strategies to grow at every touchpoint, from the shelf to streaming.
What defines easy shopping in the store depends on the age of the shopper. For our latest How America Shops® research,
we asked consumers what features make shopping easier, and categorized the results with an age filter.
Latest Content
A Fast & Furious Take On Emerging Tech & Retail Trends with Justin Honaman | EP65
In this Cloud Chat episode: Wendy Liebmann, WSL’s CEO and Chief Shopper and Justin Honaman, Head of Worldwide Retail & CPG, GTM...
70% of Shoppers Face Locked-Up Goods. Here’s What They Think
Major retailers, including Target, Walmart, CVS and Walgreens, have been locking up categories of products behind theft-proof barriers. But their efforts to...
A Retailer’s Lifelong Journey to Wellness with Muriel Gonzalez | EP64
In this episode: Wendy Liebmann talks to Muriel Gonzalez, President, The Vitamin Shoppe about how the pandemic brought her out of retirement...
A Fast & Furious Take On Emerging Tech & Retail Trends with Justin Honaman | EP65
In this Cloud Chat episode: Wendy Liebmann, WSL’s CEO and Chief Shopper and Justin Honaman, Head of Worldwide Retail & CPG, GTM...
70% of Shoppers Face Locked-Up Goods. Here’s What They Think
Major retailers, including Target, Walmart, CVS and Walgreens, have been locking up categories of products behind theft-proof barriers. But their efforts to...
A Retailer’s Lifelong Journey to Wellness with Muriel Gonzalez | EP64
In this episode: Wendy Liebmann talks to Muriel Gonzalez, President, The Vitamin Shoppe about how the pandemic brought her out of retirement...
Unwrapping Holiday Retail Innovation, Now!
‘Tis the season! Retailers and brands seem to be buckling down on their holiday marketing efforts earlier and earlier each year, often...
We Love Our Clients. And They Love Us.
Retailers, brands and suppliers come to us for trustworthy shopper research, retail insights and consulting advice to build bold, courageous growth strategies