A shopper insights research provides insight in the whole shopper journey: which products shoppers buy and where they buy them. In a first phase, ten to fifteen shoppers are recruited outside the shop. Interviewers visit the participants in their home environment to find out how they typically use and store products, as well as which channels they are exposed to. In a second phase, the findings from phase one are validated in a broad-scale survey. This will help determine what percentage of the target population drops out at what stage and why they do so.