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Note from the User Intuition Team

Explore a 43-participant Walmart shopper study: actual interviews, source evidence, a sample presentation, and two proposed follow-up studies. See how each finding helps shape the next research question.

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1 Design The Study

2 AI Conducts the Conversations

3 Get Evidence-Backed Results

4 Present It To Your Team

5 Create Compounding Intelligence

6 Decide What to Research Next

Step 1

Design The Study

Every study starts with a research plan. You define the objectives — our AI builds the discussion guide, screener, and timeline.

Objective

Reconstruct one real Walmart trip per shopper, end to end, to find where in the journey the basket is actually won or lost, and which lever the store can pull at each point.

Learning Goals

Establish where the purchase decision is actually made, and how much of it happens before the shopper reaches the door.
Map the trip as a sequence of stages and locate the friction in each one.
Separate friction that gets resolved from friction the shopper simply absorbs.
Distinguish what shoppers say mattered most from the moment they actually remember.
Test whether stated loyalty is preference or proximity.

Key Questions

What set this particular trip off, and how much was decided before leaving home?
How do shoppers navigate the store, and what happens when that fails?
Where does friction occur, how severe is it, and who resolves it?
What mattered most about the trip, and did any moment stand out at all?
Would they shop there again, and what is that intention actually resting on?

Step 2

AI Conducts the Conversations

Each participant completes a 10–20 minute AI-moderated voice interview. The AI moderator adapts questions in real time, probing deeper on interesting responses.

Timeline & Sample Size

Sample size: 43 AI-moderated voice interviews with Walmart shoppers
Evidence base: 38,600 words of shopper speech, every quote traced to its transcript
Coding: Two independent blind passes over every transcript, 98% agreement on the base
Report delivery: Full research report delivered within 24 hours
Methodology: Conversational AI moderator with real-time adaptive probing

W10

10 min

Grocery top-up, supercenter

“Basically, because we use those things all a lot We try to always have you know, certain things in the house at all times because we use them very frequently. So we don't like to run out of them.”

Routine top-upOne-stop shopperPrice aware

Listen to interview

Elliot (AI Moderator)

Hi. I'm Elliot. Your AI moderator. I'm here to learn. No wrong answers, so don't overthink it. The more detail you share, the better. So how are you doing today?

W10

Participant W10

Good. How are you?

Elliot (AI Moderator)

I'm doing well. Thanks for asking. So So recently, you bought something in person at a store. I don't have the store name or what you bought just yet. Could you tell me what you picked up most recently and where?

W10

Participant W10

It was at Walmart. And I just purchased mainly just groceries

Elliot (AI Moderator)

Got it. Thanks. So you were at Walmart within the past 30 days and picked up groceries. What made you go grocery shopping that day?

W10

Participant W10

Pretty much just little things that we needed.

Elliot (AI Moderator)

Walk me through how this grocery trip came about. Where did it start for you?

W10

Participant W10

When I basically went into my kitchen to make my husband something quick to eat for lunch and noticed that we were out of a couple condiments and we were out of cheese for sandwiches and, uh, you know, little things like that. So I started making a little list and that's basically what made me realize that I needed to do a little quick shopping trip.

Elliot (AI Moderator)

That makes sense. When you started making that list, what were you hoping to end up with by the time you got back from Walmart?

W10

Participant W10

I was hoping that I was gonna come back with exactly what I needed and maybe a couple other things due to looking through any coupons that I could get my hands on, or any savings or promotional items that they had going on at store I was going to.

Elliot (AI Moderator)

What was making you want those specific things right then? Beyond just being out? Was it about being able to make certain meals or something else?

W10

Participant W10

Basically, because we use those things all a lot We try to always have you know, certain things in the house at all times because we use them very frequently. So we don't like to run out of them.

Elliot (AI Moderator)

Why Walmart for this trip and not another grocery store? What made it the right choice for you that day?

W10

Participant W10

On Walmart, is basic to us, it's just kinda quicker and it it has everything that we need plus more. We do go to a couple other things or other places. We actually shop online a lot, but if we are going store anywhere, we usually do pick Walmart. Just simply because, like I just said, Walmart usually always has everything we need plus more. It's kind of like a 1 stop shop for us

Elliot (AI Moderator)

Take me into your trip. What's the first thing you did when you got to Walmart?

W10

Participant W10

The first thing that I did when I got to Walmart was I made sure that I had my shopping list in hand And then I grabbed a shopping cart because I knew I was going to need it. I always end up grabbing end up walking out with more than I can getting. But I always start with going on 1 side of the store. And ending up on the other side. I like to kind of go aisle to aisle. I don't really shop sporadically throughout the store.

Elliot (AI Moderator)

As you went aisle to aisle, what were you looking for along the way? Was it just the list, or were you keeping an eye out for anything else?

W10

Participant W10

That's why I go aisle to aisle on Obviously, I always get what is on my list. I always I always keep an eye out for anything else that we could you know, need in the household or if I always look for sales and promotions mainly. But I always make sure that I have the list in my cart before I you know, choose anything else

Elliot (AI Moderator)

How do you usually spot those sales or promotions while you're shopping? Is there something you look for, or do you wait for things to catch your eye?

W10

Participant W10

I usually go online and look throughout I either look on the website first or I if they have a if they have a a coupon book I will grab that and I'll look I'll look through that as I'm browsing a store. I try not to rush That way I can actually see everything.

Elliot (AI Moderator)

Did you end up dealing with anyone who works at Walmart during this trip, or were you on your own the whole time?

W10

Participant W10

No. I was pretty much on my own. The whole time for this trip. I don't really like dealing with employees there. I like to kinda be on my own.

Elliot (AI Moderator)

Was there a moment during this trip that stood out to you even if it was something small?

W10

Participant W10

Not that I can really think of right this second.

Elliot (AI Moderator)

No worries.

W10

Participant W10

Just that it it it's always busy.

Elliot (AI Moderator)

Got it. Was the busyness something that got in your way at all, or did it just feel like part of the usual Walmart experience?

W10

Participant W10

Definitely just part of the Walmart experience. It's always like the Again, that's usually why we shop online a lot. But in certain circumstances, if we need it faster, we will go in store.

Elliot (AI Moderator)

Of everything about that purchase, what mattered most to you?

W10

Participant W10

Basically, the pricing the prices and getting it that day.

Elliot (AI Moderator)

What was it about the pricing and getting it that day that made those things matter most to you?

W10

Participant W10

All of the above. I mean, quality of the product and getting it I mean, getting it that day.

Elliot (AI Moderator)

If you could change 1 thing about trip to Walmart, what would have made it better for you?

W10

Participant W10

If I could change 1 thing about that trip, I would say if the store wasn't as busy so the lines weren't as long and I could get out faster.

Elliot (AI Moderator)

Would you buy from Walmart again for groceries?

W10

Participant W10

Yes. Definitely.

Elliot (AI Moderator)

Would you tell a friend to buy their groceries at Walmart? If so, what would you say to them?

W10

Participant W10

Yes. I would, but I would tell them to shop online.

Elliot (AI Moderator)

What would make you recommend shopping online at Walmart instead of going in

W10

Participant W10

How busy it was in store. And you get free delivery if you're a member.

Elliot (AI Moderator)

Is there anything else about your grocery shopping trip or how you decide where to shop that you think I should know?

W10

Participant W10

I like 1 1 stop shops. So, I mean, I mainly look at what I need and I compare pricing mostly. But mainly Walmart is a go to.

Elliot (AI Moderator)

That's all I had for you today.

Elliot (AI Moderator)

You for your time. You can hang up when you're ready.

W30

14 min

Phone replacement, unplanned and urgent

“It made me feel so safe so relieved, and it brightened my day.”

Urgent replacementStaff-assistedNew to the area

Listen to interview

Elliot (AI Moderator)

Hi. I'm Elliot. Your AI moderator. I'm here to learn. No wrong answers, so don't overthink it. The more detail you share, the better. So how are you doing today?

W30

Participant W30

I'm doing great. Thank you so much.

Elliot (AI Moderator)

Glad to hear it. Let's jump in! So, within the past 30 days, you bought something in person at a store. I wanna make sure I've got this right. Can you tell me what you picked up and where you bought it?

W30

Participant W30

I bought an an mobile phone at the Walmart shop.

Elliot (AI Moderator)

Perfect. Thanks for clarifying. So you were at Walmart and picked up a mobile phone. What made you go looking for a new phone that day?

W30

Participant W30

My old phone was broken, so I had difficulties to communicate and to chat on various social media platforms. So I decided to to get new phone.

Elliot (AI Moderator)

Got it. So really started because your old phone broke and you needed to get back to communicating and using social media. Walk me through how it all began. What were you doing right before you decided to head out to Walmart for a new phone?

W30

Participant W30

So I was in the kitchen preparing some meals. And usually, when I see new recipes online, I like to try them out, especially learning on YouTube So while I was watching the tutorials, online, and in the kitchen preparing something, the phone suddenly fell off and broke. And it frustrated me. So next thing, I looked at the nearest Walmart store, and decided decide to get a new phone immediately so that I can I could continue with my my my cooking?

Elliot (AI Moderator)

That sounds like a pretty frustrating moment. Right when you needed your phone most. When you decided to go to Walmart, what were you hoping to end up with? It a specific phone in mind or just something that would get you back online quickly?

W30

Participant W30

I was really hoping to to get a phone, a Google a Google phone So I finally got Google Pro 6 and which is very quite helpful because the features are amazing. The camera setting is great. The the volume is so loud, and wow, it just makes me so happy.

Elliot (AI Moderator)

Sounds like you knew exactly what you want. A Google Pixel 6 Pro. What was it about that phone that made it the right choice for you, especially in that moment?

W30

Participant W30

Yeah. Thank you. So the the the phone had a lot of features. I I heard friends were talking about this phone. So in terms of the camera setting, it can take pictures and refine them into good quality. It has its own internal scanner, like I don't need to download other apps to scan to do scans. And of course, it has high quality for recording, which has been helping me in my meetings. In the office. So it's really amazing, and I love festival the quality of the phone in terms of the camera, because the previous phone I had was a Samsung. And the quality was really frustrating. And it had it has a very good processor speed as well. It's very fast. It's very efficient, and I like it. I like it. I'm enjoying the features.

Elliot (AI Moderator)

You mentioned your friends talked about it and the camera and speed were big draws. Especially since your old Samsung left you frustrated. Why did you choose Walmart for this purchase instead of another store or buying online? What pulled you there?

W30

Participant W30

I choose war Walmart because it was approximate to my to my location. So I needed to to to get a new phone ASAP. I could access phones in other store but Walmart was nearest to me. And of course, Walmart is big. The The staff are are very nice. And they have excellent customer care service.

Elliot (AI Moderator)

So speed and convenience were key, plus you trust the staff and the service at Walmart. Take me into the experience itself. When you walked in, what was the first thing you did?

W30

Participant W30

When I walked into the shop, the first thing I I did was to try to seek for help. By by calling the attention of the staff who were in attendance, Mostly in other shops, I get frustrated because many staff sometimes they're standing and they are doing nothing and they are busy and they're snobbish. But the staffs were very nice, and they paid attention. And someone quickly rushed over to my aid, to direct me to the section where I could easily purchase a mobile phone. And that really made made my day because I was in the haste. I wanted to get a a new phone as soon as possible to get back to consume my tutorials. Online.

Elliot (AI Moderator)

That sounds like a real relief. Especially since you were in a hurry. When the staff member helped you

W30

Participant W30

Yeah.

Elliot (AI Moderator)

what happened in that exchange that stood out to you?

W30

Participant W30

When she helped me, she pointed me in the direction of where we have mobile phones and other accessories because they have several lanes, they have lanes for fresh food, for fast food, for household equipment, for TVs, and for computers, They just pointed me out to to the direction of or where I could get mobile phones. Otherwise, I would have spent more than 30 minutes wandering from 1 place to the other, and add in addition to this, I'm new to the area. So the experience really saved me time which was of the essence to me because I really wanted to get back to my cooking in the kitchen.

Elliot (AI Moderator)

That makes a lot of sense. So having someone guide you right away, especially as someone new to the area, really made a difference. Was there a particular moment during your visit that stood out and shaped how you felt about the whole experience?

W30

Participant W30

Let's start with very warm work welcoming, often nice words. And after the point in the direction where I needed to to to look at the mobile phones, the various samples. They pointed me, even gave me a recommendation for the Google Google Pro 6 and the other Google phones. So they didn't they were not just nice, but they took our time to give me different brands. They were patient. That really helps me. So I'm happy for this experience. And I think I'm going to go back to that shop to be able to purchase more equipment or more materials.

Elliot (AI Moderator)

It sounds like their patience and willingness to walk you through options really mattered, especially since you were in a rush and new to the What did that leave you feeling in the moment?

W30

Participant W30

It made me feel so safe so relieved, and it brightened my day. Because unlike my previous experience in different stores, which I beg for permission not to mention their names, I felt frustrated better And at the same time, since I'm a black person, I thought honestly, it was a race issue. But keeping my feelings aside, the experience I got from the Worldmart Show was completely different because I felt safe I felt happy, and it made my day because I was able to get back to my cooking in time. Which was something very wonderful.

Elliot (AI Moderator)

Thank you for sharing that. Sounds like feeling safe, respected, and genuinely helped really shape your experience at Walmart. Especially compared to what you felt elsewhere. Of everything about that purchase, what mattered most to you?

W30

Participant W30

The 1 thing that mattered most to me was their abilities with patients. To take me on a mini tour for the section where I had to buy the the mobile phone to take time to explain to me the different brands, and the accessories and the properties of each phone, And of course, showing me other lanes of things I could buy, like, oh, if you want to get a flat screen for your home, if you want to get, I mean, household equipment, it was It was like, I mean, a whole package I came there for a mobile phone, but they showed me several things and told me interesting things about quality of their products, And my overall experience is that this same manner that I was treated for buying the mobile phone the same treatment I'm gonna get if I go to buy other things at the store. So that leaves me extremely delighted.

Elliot (AI Moderator)

That sounds like a great experience. If you could change 1 thing about that purchase or make it even better, what would it be?

W30

Participant W30

If I could change 1 thing about that purchase, I will probably say they should be able to put up like, digital screens for the sections that has different goods, like mobile phones and accessories, smart TVs, fresh food, household kitchen utensils, I know just different sections for each type of product that they're selling, uh, with digital science on the alley on the alleyway. That works.

Elliot (AI Moderator)

That's a really clear suggestion. Digital signs to help people find what they need faster. Would you buy from Walmart again after this experience?

W30

Participant W30

Definitely, of course, I'm going to buy from Walmart. I think when when you've when you when you have money, and you get to a service and you feel respected, that that that that that that is a priceless and a rewarding feeling. So, yes, I'm going to buy from Walmart. The next time.

Elliot (AI Moderator)

If a friend asked you about buying a phone from Walmart, what would you tell them?

W30

Participant W30

But tell them that first, they are going to save a lot of time. The the the staff are very warm. Welcoming. And did not discriminate against your color no matter your nationality or your race. And I will tell them, that they will be able to get high quality products as well. Because it does not suffice for you to experience good customer care But I think the quality of the product you're going to purchase also matters. So it's a combination of quality of products plus quality of service.

Elliot (AI Moderator)

Thank you for being so open and detailed. Is there anything about your experience at Walmart or buying your phone that we didn't talk about? But you think is important to mention.

W30

Participant W30

Think, uh, they should

Elliot (AI Moderator)

Take your time. What else

W30

Participant W30

they should because okay. Thank you. Thank you for giving me the opportunity. I think they should open, like like, a program to help those who are in need like, a secondhand treats, like a secondhand shop where people who cannot afford high quality goods could can afford goods that that are of high quality but are of secondhand.

Elliot (AI Moderator)

That's a thoughtful idea. Having a second hand section so more people can access good products at lower Thanks for sharing that. I really appreciate you walking me through your whole experience and all the details. That's everything I needed. Again for your time and openness. I hope the new phone keeps making your days brighter.

W30

Participant W30

Thank you. I got it

Elliot (AI Moderator)

That's all I had for you today. Thank you for your time. You can end the interview when you're ready.

Step 3

Get Evidence-Backed Results

Explore three questions from the Walmart study, with a finding, a chart, and supporting shopper quotes for each.

Shopper Decision Study

How Walmart Shoppers Decide

Sample: 43 shoppers

Three questions from a study of 43 Walmart shoppers. Each finding links back to what participants said.

1. Where do shoppers get stuck?

The shelf accounted for 20 of 51 coded friction moments, more than any other stage.

Where did friction occur?

Share of 51 coded friction moments, by journey stage

At the shelf

39%

Finding it

24%

After the trip

12%

Checkout

10%

Staff

Arriving

The trigger itself

Shelf problems included missing stock and difficulty choosing between variants. Five of 43 shoppers described that choice difficulty, raising a follow-up question: what information would help them decide?

2. Does the friction get resolved?

Seventeen of 43 shoppers described an obstacle that nobody resolved.

How did the friction end?

Outcome per shopper (n=43)

Never resolved

40%

No friction to resolve

21%

A staff member fixed it

21%

The shopper fixed it themselves

19%

Some shoppers preferred to avoid staff; others described useful assistance. The accounts suggest testing when self-service guidance helps and when a person is needed, rather than assuming one approach fits every trip.

3. Why do shoppers say they will return?

Thirty-six of 43 said they would shop at Walmart again. Price, proximity, and familiarity featured in their accounts.

Would you shop there again?

Stated return intent (n=43)

Yes

84%

Unclear

Conditional

One shopper compared stores on price and distance; another pointed to previous Walmart visits. These explanations help us understand stated intent, but the study did not observe their next shopping occasion. That is the gap a follow-up study can investigate.

This excerpt highlights 3 questions. Explore the broader study in the presentation below, or see the two proposed follow-up studies.

Step 4

Present It To Your Team

Explore the sample presentation, including the evidence, recommendations, and limits of this shopper study. Download the PDF to inspect the full readout.

Title slide: How Walmart shoppers decide. 43 shoppers, 7.6 hours of interview, 34 who hit an obstacle, 36 who will return anyway.

1 / 15How Walmart shoppers decide

Download PDF

Fifteen slides, built from the same 43 interviews as the report above. Click the slide, use the arrow keys, or jump with the markers.

Step 5

Create Compounding Intelligence

Every study feeds your searchable intelligence hub. Query past research, surface patterns across studies, and re-mine interviews for new insights — so your customer knowledge compounds over time.

Which shopper problems should we investigate next, and what evidence are we missing?

The study points to two useful next questions. Five of 43 shoppers described difficulty choosing between variants. Their accounts identify a decision problem, but do not tell us which guidance would help them choose.

Thirty-six of 43 said they would return. That is stated intent. Shoppers also described comparing stores on price and distance, so we still need to understand what happens when they make their next store choice.

Test a way to help shoppers choose, then investigate when repeat visits give way to switching. The proposed studies below connect each question to the evidence that raised it.

Step 6

Decide What to Research Next

Adaptive research connects evidence gaps to your next study. These two proposed follow-ups show how findings from the Walmart study shape the next research questions.

How we choose the next study

For each learning goal, we assess who the evidence comes from, the depth of their accounts, important differences between shoppers, and exceptions or competing explanations. We then identify what the evidence supports and which unresolved gaps could change the decision. The next study targets a consequential gap with a question, audience, and method suited to resolving it.

Proposed study 1 · Concept test

Would clearer shelf guidance help shoppers choose?

What we learned. Five of 43 shoppers described difficulty choosing between variants.

What remains open. Is the barrier unclear differences, uncertainty about their own needs, or something else? The study did not test a solution.

Next study. Show recent category shoppers the current product information and a simple comparison guide. Explore how they choose, what they understand, and what still leaves them unsure. Test the hypothesis that clearer differences make the choice easier, and identify what to refine before an in-store trial.

Proposed study 2 · Follow-up interviews

What makes shoppers return—or switch stores?

What we learned. Thirty-six of 43 shoppers said they would return. Price and distance also featured in store comparisons.

What remains open. Return intent does not tell us where the next purchase happened or which obstacles changed that choice.

Next study. Recontact shoppers after their next comparable shopping occasion, including those who returned and those who bought elsewhere. Reconstruct the choice and explore price, distance, availability, and unresolved friction. Test whether convenience keeps shoppers returning, and identify the problems to prioritize in a retention intervention.

These are proposed studies, not additional findings from the 43 interviews. Review and approve a follow-up before it runs. Explore adaptive research.

Why User Intuition

Bring customer evidence to your next client recommendation.

Evidence Backed Insights

Build client recommendations on real customer conversations. Trace findings to their source quotes and bring the evidence into your presentation.

Speed Without Compromise

Move from client brief to interviews and findings in one workflow. AI handles moderation and analysis; your team reviews the evidence and shapes the recommendation.

No Monthly Fees

Start with five voice interviews for $150, with no monthly fee on Starter. Recruitment and any incentives for your own participants are additional. Explore pricing.

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