What is the best way to study the inside of a supermarket or of a boutique? How can we verify if customers find what they look for? Finally, does architecture encourage buying more? To respond to these questions we need about ten competent customers, a researcher-ethnographer and obviously a shop.
Customers do not make shopping decisions in vacuum nor together with unknown people in a conference room full of two-way mirrors. We can discover more about customers if they can give us feedback regarding categories, brands, concepts or commerce nets. Commerce environment with shop-alongs allows wider comprehension of shopping decisions and in a better way in comparison with FGI research.