Shopper Lifestyle & Motivation Battery Survey

Thanks for taking a few minutes to share how you shop! Your responses are completely confidential and anonymized. There are no right or wrong answers here — we're just curious about your habits and attitudes. About 6-7 minutes.

How much do you agree or disagree with each statement about your own shopping habits?

Overall, where does shopping fall for you?

Which of these best describes where you do most of your shopping these days?

• In physical stores
• On retailer or brand websites
• Through online marketplaces (e.g., Amazon)
• Via social media or shoppable posts
• Roughly an even mix of these

In the last 30 days, how many purchases did you make that you hadn't planned beforehand?

• None
• 1-2
• 3-5
• 6 or more

When deciding what to buy, thinking about your purchases generally, please tell us which of these matters most and which matters least to you.

• Low price
• Product quality
• Convenience or speed
• Brand reputation
• New or trendy products
• Recommendations from friends or influencers
• Sustainability or ethical practices
• Customer service experience

Thinking about a typical month, how do you split your shopping spend across these channels? Please distribute 100 points to reflect the share of your spending in each.

• Physical/in-store shopping
• Retailer or brand websites
• Online marketplaces
• Social media or shoppable content
• Mobile apps

Probe the tension in this respondent's answers between how much they enjoy shopping (or find it a chore) and how often they buy on impulse. Ask them to walk through their most recent unplanned purchase — what triggered it, how they felt afterward, and whether it fits the pattern in their agree/disagree ratings. If they said shopping helps them relax, explore whether that clashes with any guilt they reported after impulse buys, and if they rated browsing-for-fun low, ask what actually gets them to shop when they don't strictly need something.

Which age range do you fall into?

• Under 18
• 18-24
• 25-34
• 35-44
• 45-54
• 55-64
• 65+

How do you describe your gender?

• Woman
• Man
• Non-binary
• Prefer to self-describe

Which range best reflects your total household income?

• Under $25,000
• $25,000-$49,999
• $50,000-$74,999
• $75,000-$99,999
• $100,000-$149,999
• $150,000 or more

That wraps things up — thank you for sharing how you shop! Your responses will be combined with others to build shopper profiles that guide how we design stores, sites, and offers.