Shopper Insight
See what drives the decision to buy.
Whether in store or online, understanding shoppers isn’t just about what they do—it’s about why they do it.
We go beyond browsing, intent, and conversion to uncover the attitudes, emotions, and expectations shaping real decisions—so you can connect earlier, convert faster, and keep them coming back.
Why insight, not instinct, drives conversion
Shopper behavior is constantly evolving—driven by shifting expectations, new technologies, and changing cultural norms. If you’re still relying on assumptions or outdated personas, you’re already behind.
At Basis, we get under the surface. We explore how shoppers think, feel, choose, and act—online and in-store, across channels and moments. Our work turns fragmented journeys into actionable insight—giving you the confidence to build better strategies, sharper campaigns, and more relevant experiences.
Why Basis shopper insight?
We don’t just tell you what your customer base are doing. We help you understand why they’re doing it—and what to do about it.
Clickstream data and in-store data can only tell you so much. We reveal the motivations, triggers, and emotional drivers behind each decision.
From everyday routines to major purchases, we tailor every study to your category, customer, and commercial needs—always balancing breadth and depth.
Our methods capture real journeys in real time—from environmental audits and mobile diaries to simulations, shop-alongs, and online behavior tracking—so you see decisions as they actually unfold.
We use AI to analyze millions of search, social, and ecommerce signals—then bring in human interpretation to find the stories and signals that matter.
Our insight is designed to be used—not just read. Every project delivers clear takeaways, team-ready tools, and strategic direction built to drive momentum.
Featured
case studies
From brand transformations to breakthrough innovations, our clients use custom research and timely strategic insight to make smarter decisions and outpace the competition.
John Lewis
Finding direction in a challenging high street environment
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Eataly
Uncovering what drives shopper love at Eataly
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Powered by shopper insight
Great shopper insight connects the dots—between behavior and belief, strategy and action, brand and buyer.
We help you apply it where it counts:
- Segmentation that sticks – Identify and understand the shopper groups who matter most—then tailor your strategy around what moves them.
- Proposition and message development – Build sharper, more resonant ideas rooted in shopper truth.
- In-store and digital optimization – Spot friction, fine-tune touchpoints, and make the path to purchase smoother across every channel.
- Category entry points – See what brings new shoppers into your space—and how to meet them earlier, better.
- Innovation opportunities – Discover emerging needs and unmet expectations that unlock new product and experience ideas.
- Competitive positioning – Understand how shoppers really see your brand—and how to win attention, preference, and loyalty.
Built for today’s shopper
Shoppers don’t think in categories or channels—they just want what works for them.
That’s why we use a mix of methodologies to get closer to how decisions really get made.
Here’s what we bring:
- Qual + quant – Blending depth and scale to give you a fuller, more reliable picture.
- Cultural insight – Adding social and cultural context to uncover what shapes preference, perception, and behavior.
- Digital behavior tracking – Seeing how people search, scroll, and shop across devices and platforms.
- Emotional decoding – Exploring how identity, values, and feelings shape the choices people make.
- Trend and category landscaping – Using AI and big data to monitor shifts in needs, sentiment, and competition—so you stay ahead, not just informed.
EatalyBasis managed to quickly develop the correct strategy with fieldwork that gave us precious insights and actionable inputs to keep growing our business and developing our brand.
Strategic impact
Insight that helps you see what matters, act faster, and deliver experiences that resonate.
Observed, not imagined
We focus on real behavior—not what shoppers think they remember.
Depth beyond the data
We go past behaviors to uncover the real drivers behind shopper decisions.
Segment-specific insight
See what different audiences need—and how to design experiences that speak to them.
Smarter strategy, faster
Insight that feeds decision-making across marketing, retail, CX, innovation, and beyond.
Future-ready findings
Track cultural shifts, emerging needs, and shopper trends with tools built to evolve with your market.
Impact you can use
Clear, commercial takeaways—designed for activation, not just observation.
Observed, not imagined
We focus on real behavior—not what shoppers think they remember.
Depth beyond the data
We go past behaviors to uncover the real drivers behind shopper decisions.
Segment-specific insight
See what different audiences need—and how to design experiences that speak to them.
Smarter strategy, faster
Insight that feeds decision-making across marketing, retail, CX, innovation, and beyond.
Future-ready findings
Track cultural shifts, emerging needs, and shopper trends with tools built to evolve with your market.
Impact you can use
Clear, commercial takeaways—designed for activation, not just observation.
Featured insights
Tools, guides, and fresh perspectives to help you decode shopper behavior and drive smarter strategy.
Guide
Here's how to fix yours
Guide
Transform your audience strategy
Guide
Here's how to fix yours
Guide
Transform your audience strategy
Next up
Shopper insight is just the start. These connected services help you turn findings into stronger strategies, sharper creative, and more impactful outcomes.
Know your market. Win your market.
We help you uncover the truth behind every decision—so each customer experience starts stronger and ends with a purchase.
Let’s close the gap between brand and purchase
