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 which 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.