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In October 2011, brainmates, in partnership with Nine Rewards, conducted a nation-wide survey of over 1000 Australian consumers to uncover the key issues and attitudes that are driving their purchase decisions. The results of the survey are outlined in this brainmates white paper - a must read for product manager’s seeking to better understand the mindset of today’s consumer and deliver ’valuable’ end to end product experiences. For those specifically working in the retail industry, this research provides insights that will answer the burning question of the moment –what aspects of retailing are failing to deliver on this end to end product experience. In answering and responding to this question, retailers will identify new and sustainable sources of competitive advantage.