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Two steps to understanding shopper insights from the outside I may be a researcher, but I am also a shopper and a consumer. Yesterday I popped into my local store on the way home from work and spent just 10 minutes there. Understanding what I am doing in those 10 minutes is absolutely crucial, but the question around what I am doing in the other 23 hours and 50 minutes (other than sleeping of course!) is also critical to capitalising on my shopping needs and behaviours. Understanding and interpr

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