Step 1: Choose a section in a grocery store (for example, the shampoo section). If you prefer, you could also choose a section in a department store.The choice is yours.

Step 2: In this specific section, observe at least five shoppers, take your notes, and report your findings here.I prefer you could conduct all observations in only one single location (for example, all five customers in the same shampoo section in Wal-Mart).It will be easier for you to reach a conclusion. During the whole process, pretend yourself to be a shopper as well.

Note: DoNOTtalk to other shoppers.Instead, simply observe their behavior and take your notes.It is better to stand right beside the targeted shopper, so that you could see which items this shopper picked (BTW, people do NOT like others to stand right behind them.You may disturb those shoppers if you stand behind them). Please doNOTfollow other shoppers around the store. Simply observe five different shoppers at the same location.

For each shopper

• Record when he/she enters the aisle (for example, 2:15 pm on July 5th, Shampoo section, Missouri City Wal-Mart).
• Record basic information: such as gender, age group, ethnic group, his/her outfit, whether he/she has shopping companions, how much items in his/her shopping cart, etc.
• Record detailed shopping information:
• What products did he/she touched, and how many, and in what order? How much time did he/she spend on browsing?
• What products did he/she read in details, and how many, and in what order? How much time did he/she spend on reading each packaging?
• Did this shopper finally choose a product or simply leave without anything? If he/she picks a product, what brand & what product?
• Record when the shopper exits the aisle (for example, 2:37 pm on July 5th).

Step 3: Based on your study from Step 2, what suggestions will you give to this retailer?