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

Retail Loyalty Programs: What Shoppers Want Now, with Mara Sipzener, CVS Pharmacy | EP73

In this episode: Wendy Liebmann WSL’s CEO and Chief Shopper talks to Mara Sipzener, General Manager of Loyalty at CVS Pharmacy about...

If You Can’t Make It Cheaper, Then How About Easier?

More than eight in 10 shoppers prioritize price over convenience when choosing where to shop, our How America Shops® research shows. So...

Retail Safari® SNAP – April 2024 Edition

Retail Safari® SNAP fuels you, and your teams, with the latest global retail innovation– in a snap. Last month, we explored retailers...

Retail Loyalty Programs: What Shoppers Want Now, with Mara Sipzener, CVS Pharmacy | EP73

In this episode: Wendy Liebmann WSL’s CEO and Chief Shopper talks to Mara Sipzener, General Manager of Loyalty at CVS Pharmacy about...

If You Can’t Make It Cheaper, Then How About Easier?

More than eight in 10 shoppers prioritize price over convenience when choosing where to shop, our How America Shops® research shows. So...

Retail Safari® SNAP – April 2024 Edition

Retail Safari® SNAP fuels you, and your teams, with the latest global retail innovation– in a snap. Last month, we explored retailers...

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...

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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