Experiments in-store is about attempts to learn something important about what is happening between the store, the brand and the shopper. This does not include any drama or mystery. This is about a standard procedure when carrying out insight to the shopper marketing strategy.
Getting the insights right is a key to success and the best way of getting insights is to make experiments to try out what the best way forward is. More and more companies are doing experiments to learn more about shopping behavior and the category. The experiment is research based on behavior and not on usage or attitudes. It is what we really do and not what we say we are going to do that matters.