Conducting field research in retail stores: A meandering path to a successful research project

Abstract This case study follows the sometimes meandering path of a team of international academics conducting field research in retail stores. Field studies in retail stores are rare because the potential for disruption to trade is generally not tolerated by retailers nor are the benefits to the retail industry well understood. Research into retail, marketing, product testing, advertising and promotion, therefore, is most commonly undertaken externally via focus groups and panels, exit interviews, analysis of scanner and point of sale data, observation, and laboratories with simulated shopping and surveys. Here, we record the experience of conducting field research to assess consumers' perception of merchandise displays, using eye tracking technology. Applying concepts from sociology and anthropology, we explain and analyse the pathways, obstacles, facilitators and supporters that we encountered on our way to completing successful field experiments in retail garden centres. Commencing with a review of field studies in retail stores, we walk through the phases of the project, including the reflections of team members. We conclude with a discussion of the findings and the implications for other academics wishing to undertake studies in retail stores. Keywords: field researcheye-trackingretail storesresearch methods Notes 1. The eye-tracking hardware does not function in the presence of sunlight, so it was challenging to find a location in the store which was in the flow of traffic (to be highly visible) yet without the interference of sunlight. Since plants require a great deal of sunlight to thrive, this was a bit of a challenge. 2. The device malfunctions when more than one set of eyes is viewing the eye-tracker.