When observing shoppers I always try and camouflage myself by being one of them! I push a trolley or carry a basket and try to not stare at them as they go about their mission.

I have the following list noted in my phone and will refer to it as I watch the shopper.

Entering

• What mission are they on?
• Who are they buying for?
• What high level signage (if any) are they using?

Navigating

• What helped them navigate to the category?
• Did they start scanning at the signpost brand or somewhere else?

Scanning

• How frequently do they shop this category?
• What are they not seeing as they scan?
• Are they looking for a preferred brand or exploring across a repertoire?
• How difficult is it to locate what they are looking for?

Choosing

• How many products did they touch?
• How active was their price comparison?
• What product attributes were they comparing?
• What, if anything, is delaying them from making a quick purchase?

Purchasing

• After they chose a product did they continue looking at the category?
• Did they shop the adjacent category after they chose their product?
• How many products did they buy from the category?
• Did any posm influence them?
• How long did it take from browsing to purchase?

I try and jot down a few notes on my phone after each other has left the category. If its possible I try and snap a quick picture as a reference for later when I am reviewing my notes.