Research by Leo Burnett and ARC Worldwide investigates the shopping behaviors and motivations of consumers in North America and Europe. It categorizes different shopper types, such as quality seekers and passionate explorers, highlighting their distinct decision-making influences. For more detailed insights, interested parties can reach out via email.

1. Shoppers are fascinating, mysterious creatures. Who else can walk into a store intent on buying a gallon of milk and instead walk out with two plums
and a bottle of dishwashing liquid? Leo Burnett and Arc Worldwide recently conducted research that reveals the attitudes, behaviors and motivations
of shoppers from North America and Europe. Learn how people shop differently for televisions versus, say, jeans. Who are the dominant shoppers in
different categories? What factors influence their decision making? In short, who the heck are these people and what makes them tick? And tock.
For more insights and detailed research findings regarding how people shop, contact nick.jones@arcww.com.
When I shop categories like
When I shop categories like
I do
I do
ch an g in g , l e arn in g , b arg ain hu nti ng & g o - g etti ng
le arn in g & go - gettin g
and I want
and I want A DV ICE , INFO R M AT I O N , B EST P R I C E ,
A DV ICE & IN FORMATI O N S P ECIA L O F F ER S, F LEXIB I L I T Y & I N S P I R AT I O N
so I use so I use
=
9
3
6
.
8
5
2
0
4
7
1
Quality Seeker
Check for quality credentials
[ T H I N K E R S : Rationally driven. Seek information to help validate decisions. ] Strategic Saver
Layer multiple saving strategies
thoroughly and diligently to maximize value
When I shop categories like
When I shop categories like
I do
I do
ex plorin g, cruising , g o - g et t in g & l e arn in g
b arg a i n hu nti ng & c r u i si ng
and I want
and I want
A TRE AT, IN SPI R ATIO N, A DV ICE & F LEXIBILIT Y
so I use A T R E AT & S P EC I A L O F F E R S
so I use
Passionate Explorer
Shop for the experience and
[ F E E L E R S : Emotionally driven. Seek fun and pleasure from the experience. ] Opportunistic Adventurer
Bargain shop just for spontaneous fun
to discover new trends
When I shop categories like When I shop categories like
I do I do
r e - stockin g, go - get t in g , & p it - st op p in g b arg ain hu nti ng & r e - sto c k i ng
and I want and I want
EFFICI EN CY & FLEXIBILIT Y BEST P R I C E & E F F I C I E N CY
so I use so I use
Habitual Sprinter
Default to usual choices
[ D O E R S : Functionally driven. Seek to minimize time and money spent. ] Dollar Defaulter
Look to the lowest price
to minimize time and effort to simplify decisions
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QSRs fas hion c andy organi c cosmet ic s c a nne d soda casual kitc he n d ete rg e nt S p e c i a l i ze d E n ga ge m e nt Va l u e
fresh food fo o d re st a u ra nt s re d e s ig n Ret a i l Tool s C e nte r s
© 2012 Le o Bur nett / Arc Wor l dwide