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.

The traditional U.S. home is undergoing dramatic changes, but how is it playing out in the shopping trip? We used our How America Shops® research to learn how these changes are playing out across several categories.

Latest Content

AI, Unified Commerce & Getting It Done with Justin Honaman | EP72

In this Cloud Chat episode: Wendy Liebmann, WSL’s CEO and Chief Shopper and Justin Honaman, Head of Worldwide Retail & CPG, GTM...

70 Million Gen Z Are Coming! What Brands and Retailers Should Know

Gen Z is the second-largest population in the U.S., and every day millions become consumers. We analyzed our latest How America Shops®...

Creating Happy Retail – One CPG Category at a Time, with Craig Dubitsky | EP71

In this episode: Wendy Liebmann talks to Craig Dubitsky, founder of Happy™ products, about his recent launch of Happy™ Coffee, his partnership...

AI, Unified Commerce & Getting It Done with Justin Honaman | EP72

In this Cloud Chat episode: Wendy Liebmann, WSL’s CEO and Chief Shopper and Justin Honaman, Head of Worldwide Retail & CPG, GTM...

70 Million Gen Z Are Coming! What Brands and Retailers Should Know

Gen Z is the second-largest population in the U.S., and every day millions become consumers. We analyzed our latest How America Shops®...

Creating Happy Retail – One CPG Category at a Time, with Craig Dubitsky | EP71

In this episode: Wendy Liebmann talks to Craig Dubitsky, founder of Happy™ products, about his recent launch of Happy™ Coffee, his partnership...

Boots Beauty – A Look Inside

Boots is a U.K. beauty retailer and pharmacy chain that operates 2,100 stores, ensuring that 85% of the U.K. population is within...

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

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