How is in-store observational data primarily collected?

In-store observational data is primarily collected through price and flyer audits. This method involves directly assessing the physical presence of products within a retail environment. It typically includes observing product placement, pricing accuracy, promotional displays, and inventory levels. This data is crucial for understanding how products are positioned in relation to competitors and how promotional strategies are executed in-store.

Using price and flyer audits provides a direct view of the retail environment, which is vital for category management. It allows businesses to see not only what products are available but also how they are marketed at the point of sale. This observational approach aids in aligning strategy with actual consumer behavior observed in a physical setting, which can't be captured through surveys or interviews alone, as those methods rely on subjective feedback from customers or employees rather than direct observation of the purchasing environment.