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In the last decade, we’ve seen a seismic shift in the way that marketers approach the retail category; big data and shopper marketing are starting to dominate the landscape. The Truth About Shopping aims to recapture the lost “art of shopping” at a time when the conversation has become increasingly scientific. Irrespective of what categories or markets, shopping is fundamentally determined by human behaviour. The study offers a rich human perspective on the role of shopping around the world today.