Despite analyzing more than 400 million consumer behaviors in Behaviorally’s history, fascinating mystery still remains: how do shoppers really make their decisions?
The shopper is like a traveler at a crossroads: every day they choose different routes, influenced by visible signals (i.e., price, colors, promotions, etc.) and invisible ones (i.e., habits, emotions, pressures of the moment, etc.). Researching this journey is not just about measurement, it’s about trying to
predict the unpredictable.
Imagine Laura, the same shopper on two different missions. On a Tuesday night after work, she goes into the supermarket for detergent. Her decision is almost automatic: she grabs her usual brand, doesn’t read labels, doesn’t compare prices. The mission is quick, functional, and low involvement so she can get home.
The following Saturday, Laura returns to the same store, but this time she’s looking for snacks for a get-together with friends. Here she lingers, explores options, tries new things, and gets drawn in by attractive packaging. In this contrast, we can recall a real packaging innovation that has reached several Latin American markets: Heinz’s Upside-Down bottle. Designed to make everyday use easier by allowing shoppers to squeeze out every last drop without effort, it turned a routine act into a more practical and satisfying experience. This case shows how even small changes in packaging structure can meet functional needs, strengthen brand familiarity, and reinforce loyalty.
The same person, two different moments, two brains activating completely different processes. That is the paradox of the shopper: there isn’t one single “shopping self,” but multiple versions that coexist depending on the occasion.
The 400 million behaviors captured have helped us identify certain universal patterns: initial attention is captured in less than 2 seconds, brand recognition carries more weight in routine categories, and visual and emotional persuasion wins in indulgent ones. But we also know that data doesn’t speak on its own.
Data can reveal patterns, but true insight comes from understanding the human side of every decision. By combining real shopping behaviors with AI-driven predictive models, we can anticipate how buyers choose – shaped by what they feel, what distracts them, and what earns their trust.
Consider these two examples:
Morning coffee: A daily ritual where the decision becomes routine: the same brand is always chosen because it feels safe, familiar, and effortless. Sunscreen, on the other hand, is a seasonal purchase tied to special occasions like vacations or the beach. That same shopper explores new brands, reads labels, and looks for added benefits. The occasion can reshape how the shelf is perceived and increase openness to change. These contrasts remind us that studying shoppers is about studying moments, not just static datapoints.
Decoding shopper behavior is like piecing together an endless puzzle. We need data, yes, but also debates, new methodologies, and the willingness to accept that shoppers will always surprise us. What’s interesting is that every time we think we’ve solved part of the mystery, a new question arises: how will decisions change in a world where artificial intelligence anticipates our purchases before we even think of them? What will happen to attention when the shelf is no longer physical, but an infinite digital feed?
In that future, the key won’t be technology alone, but the ability to augment the human: to combine algorithms with intuition, predictive models with empathy, science with curiosity. Because beyond any tool, the true power of the researcher lies in asking the right questions and keeping alive the drive to decode what we cannot yet see.
That is, in the end, the role of the researcher: to be an explorer of possibilities, an architect of hypotheses, and a translator of complexity. A bridge between what we already know and what is yet to be discovered.
THE AUTHOR
Gabriel Velez is the VP of Business Development at Behaviorally, where he drives growth by helping brands unlock the power of behavioral insights to win at the point of purchase. With a passion for strategy and innovation, Gabriel builds strong client partnerships and identifies new opportunities to deliver impact at scale. He brings a forward-thinking mindset to every engagement, focused on shaping the future of shopper marketing and brand success.
