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Retail Customer Experience Executive Summit: Do you know what your customers are thinking? (video)

A consumer branding researcher gives the scoop on the consumer's inner decision-making process.

August 8, 2011

While social networking sites, tablets and mobile phones have given consumers the ability to fully customize their life experiences, they've also increased their expectations when it comes to the consumer experience, said Amy Shear of Brand Keyes, a brand marketing research firm that helps companies better understand their customers.

Shear delivered a presentation Tuesday at the Retail Customer Experience Executive Summit on why companies need to understand the decision-making process consumers go through when choosing where to shop. Although it's obvious to look at things like price points and store locations, Shear said the emerging, more complex marketplace is forcing retailers to also focus on the way a consumer unconsciously decides what products to buy.