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.

To know the shopper, you have to follow the shopper. Today, many of those shoppers are following someone in very small shoes. Gen Alpha, the oldest of whom are just approaching 14, have outsized influence as consumers.

Latest Content

Shopping Made Easier: The Best Shopping Tools, Brands & Retail Formats

Convenience is a major influencer in shopping behavior and a value that retailers and brands must shout to shoppers. In this Retail...

Beauty’s Big Brand Opportunity Is Older than 50

Sure, there is a high number of Gen Z and Millennials buying cosmetics and skin care products. But the smart beauty brands...

The New Shopper Journey Emerges…From Troubles to Joy | EP54

In this episode: Wendy Liebmann talks to Debbie Kelly, the new Director of Insights at WSL, about WSL’s latest How America Shops®...

Shopping Made Easier: The Best Shopping Tools, Brands & Retail Formats

Convenience is a major influencer in shopping behavior and a value that retailers and brands must shout to shoppers. In this Retail...

Beauty’s Big Brand Opportunity Is Older than 50

Sure, there is a high number of Gen Z and Millennials buying cosmetics and skin care products. But the smart beauty brands...

The New Shopper Journey Emerges…From Troubles to Joy | EP54

In this episode: Wendy Liebmann talks to Debbie Kelly, the new Director of Insights at WSL, about WSL’s latest How America Shops®...

Clicks to Bricks: How to Attract Young, Digital-Savvy Shoppers to the Store.

Although Gen Alpha might not have money to spend, they are influencers for the adults in their lives who do spend. The...

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