You can see the online funnel and you can see the store. You cannot see the moment someone gave up between them. We interview real shoppers across the whole journey and turn it into a model of how they actually buy.
Three places retail teams routinely spend real money on an assumption.
Each channel reports success while the shopper quietly abandons the handoff.
Sales data shows what sold from what you stocked. It cannot show what they wanted and did not find.
How much more will they pay for the brand before they switch to yours or ours?
The same loop, applied to the retail lifecycle. Each answer updates the model, so the next stage starts smarter.
"Do shoppers start with us, or find us on the way to somewhere else?"
Brand health and consideration tracking against the retailers they actually compare.
"What do they check before they decide where to buy?"
Shopper research on the comparison set and the criteria used at that moment.
"Where does the online-to-store handoff lose people?"
Journey research with real shoppers who abandoned, across channels.
"What makes someone add the second item instead of leaving?"
Basket and purchase-criteria research, including price pack and promotion trade-offs.
"What brings a shopper back, and what makes a lapse permanent?"
Lapsed-shopper and CX research on why the second trip did not happen.
"Which shoppers recommend us, and for what specifically?"
Advocacy research that captures what they praise in their own words.
Every study above feeds one model. After a few waves it is the most complete view of your market anyone has, and it is yours.
This is the part worth your attention. A study answers one question and expires. A model answers the next question too, and the one after that, and it gets more accurate every time your team uses it.
Version numbers shown are illustrative.
Interview shoppers who abandoned, across the whole journey rather than one channel. Each channel reports its own success while the handoff quietly loses people, and the classic case is an item added online that the store says is unavailable. Analytics per channel cannot see that; the shopper can describe it in thirty seconds.
Sales data cannot show unmet demand or substitution, because the thing they wanted and did not find never generated a transaction. Shopper research on what they came for, what they substituted, and what made them leave empty handed fills that gap.
Test it rather than infer it from margin math. Van Westendorp price sensitivity and constant-sum trade-off exercises with real category shoppers give you the range where the brand premium holds, by category, and the qualitative probe tells you what justifies it in their words.
Quotes are illustrative until your first wave completes.
Bring one question your team has been arguing about. We will field it to real buyers in your category and show you the readout, plus the model it updates.