In store observations and recall interviews (whatever time lapse from purchase) are fundamentally different in their objectives. In store observations are good for observing how shoppers interact with the fixture, but are weak for getting any understanding of the causes of the interaction or how shoppers are interpreting it themselves (why are they doing what they do?). Interviews undertaken in store have two main challenges: first many shoppers refuse to do them (particularly difficult to recruit shoppers in a hurry) second, you can only spend a few minutes before respondent frustration sets in. Online relies on shoppers’ recall, but we can ask an in depth questionnaire at time of their choosing so get a more representative sample. Finally, there is no other way to gather the kind of samples we provide for a cost that would make our programs affordable, even if we felt a better route was available.