Murphy Research


Understanding Shopper Behavior in an Omnichannel World


You may already know that shopping preferences are changing rapidly due to
the rise of e-commerce and proliferation of mobile devices.

But, did you realize...

Shopper Report 2018 Chart 1Shopper Report 2018 Chart 2

To see the insights, data, and analysis covered in this survey,
view a recording of our shopper trends webinar.


The latest shopper study by Murphy Research cuts through the noise to pinpoint five distinct shopper profiles, each with unique and sometimes surprising attributes, behaviors and preferences. These archetypes go beyond generational stereotypes; understanding them will give marketers deep insights into groups that are often misunderstood.

The comprehensive data and analysis contained in this study will give you the intelligence you need to engage and grow your current and target markets - and help put you on the path to personalization and revenue growth.

Shopper Report 2018 Chart 3


Better understand your current and target customers with data & analysis covering:
  • Shopping attitudes and purchase drivers
  • Personality and lifestyle insights
  • Product research sources and decision influencers
  • Shopping channel preference and usage
  • Technology's influence on shopping habits
  • Much more!

Data is available across shopper archetypes and multiple demographic groupings.

  • 20-minute online survey
  • Over 50 questions
  • 2,789 respondents
    • Age 18+
    • Responsible for household shopping
    Field dates:
    • January 17-23, 2018

    Screener & Shopper Profile

    Screener & Profile Builder:

    • Age/Gender
    • Involved in household shopping
    • Shopped online and in physical stores

    General Shopping Behavior:

    • Types of physical stores/ frequency
    • Types of e-commerce retailers/ frequency
    • Recent purchase of products & services across multiple categories

    Shopper Segmentation

    Shopper Segmentation:

    • Shopping attitudes and habits
    • Level of pre-purchase planning and research
    • Information sources used when researching
    • Use of digital channels during shopper journey
    • Brand loyalty
    • Importance of price, value and budget
    • Reasons for choosing a retailer
    • Focus on sustainability and social responsibility
    • Desire for personalization
    • Payment method

    Product Category Behavior:

    • Purchase motivation
    • Purchase location and selection reasons
    • Research and comparison shopping
    • Influence of price, brand, recommendations, etc.
    • Level of spend
    • Use of coupons and promotions

    Demographics & Psychographics

    Demographics & Psychographics:

    • Health and lifestyle
    • Tech usage
    • Financial stress level
    • Life events
    • Personality traits
    • Region
    • Urban, rural, suburban
    • HH Structure
    • Education
    • Employment
    • HH Income
    • Ethnicity



    2018 Shopper Trends Report







    Summary Report

    High-level insights into shopping behavior by shopper segment

    Detailed Report

    Deep analysis of shopping behavior & attitudes

    Full profiles of shopper segments and demographic groups

    Overview of data across key product categories

    Full data tables and cross tabs  
    Printed & bound Summary Report  
    Q&A with Research Director  


    E-book ACCESS

    Your registration form was successfully sent. Thank you for registering!
    You have already registered with us. If you are certain you are not registered, please try again later as we may be experiencing network interruptions. We apologize for the inconvenience.

    For more information, contact Chuck Murphy at