Inside the Mind of the Shopper

In Inside the Mind of the Shopper, Herb Sorenson challenges retailers’ prevailing assumptions about shoppers’ needs, wants, and behaviors. His findings from decades of in-store research indicate that how people behave inside stores differs from what other consumer studies have shown. Sorenson studied the process of shopping: what shoppers looked at, how they moved around the store, what they purchased. His insights, centered on shoppers’ actual behavior rather than on demographics or products, can help retailers and brand manufacturers implement basic changes that could yield dramatic sales results.