Shopping with consumers usage as past, present and future research technique

Shopping with consumers, a method that has yielded useful data in the past, is demonstrated as a method that can efficiently and effectively generate naturalistic text. We review how shopping with consumers has been utilized within retailing research, compare this method with other techniques applicable to the study of consumer shopping behavior, and provide a detailed description of how we have used the method in our own research. Recommendations for future use of the method are offered for both managers and researchers.