London, 26 April, 2012 – A new book released today sheds light on how we shop, why we make the decisions we do and what prompts our actions. Written by renowned shopper analyst and Kantar TNS global consulting director, Siemon Scamell-Katz, ‘The Art of Shopping: How we Shop and Why we Buy’ is the result of 20 years of pioneering research - from filming shoppers in-store to brain scanning - into how people around the world really shop.

“Most of us think we know how we shop and why we shop. So do manufacturers and retailers. This fascinating book, the fruit of 20 years’ close observation and in-depth research, reveals how little we really know. Intriguing for shoppers themselves and invaluable for all connected with the retail trade,” said Sir Martin Sorrell, CEO, WPP.

The book also examines what really works for brands trying to persuade people to buy their products. Explained in a simple, accessible manner, it answers a number of questions that are often asked by both consumers and retailers:

  • Why do we shop?
  • Are we truly in charge of our shopping decisions? If not, who is?
  • Are our choices predictable?
  • What drives us to choose a particular brand?
  • How will the shopping experience evolve in the future?

Creating a successful brand in today’s global market place is a real challenge when 80 per cent of new products fail within three years of launch. However, by building an understanding of shopper behaviour, it is possible to identify how consumers can be won over,” said Scamell-Katz.

Siemon Scamell-Katz has pioneered many methods of analysing consumer behaviour such as in-store video and mobile eye-tracking. He is currently global consulting director at Kantar TNS’s Retail and Shopper practice, working with clients to define growth strategies based on when and how to influence shoppers.

At Kantar TNS Siemon has remained at the cutting edge of market research, utilising fMRI brain-scanning and virtual reality (VR) to discover as much as possible about shopper behaviour. In ‘The Art of Shopping’ Siemon shares the insights he has developed from these projects citing several case studies and examples, including Debenhams, Dorothy Perkins, Next, McDonald’s, Nestlé, Coca-Cola, Lancôme and even James Bond.

‘The Art of Shopping’ is available to buy from

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About the author

Siemon Scamell-Katz is one of the world’s leading experts in consumer behaviour. His clients include Coca-Cola, Unilever, SABMiller, Procter & Gamble; Tesco, Asda, and feminine brands such as Neutrogena, Oil of Ulay, and luxury brand Christian Dior.

In his late twenties, Siemon founded market research agency ID Magasin which he later sold to Kantar TNS, part of the WPP Group, and the world’s largest Custom Market Research agency. Today Simeon is Global Consulting Director at Kantar TNS Retail and Shopper. Always at the forefront of shopper behaviour analysis, he regularly speaks at international conferences offering cutting-edge insights into consumer habits and needs.

About Kantar TNS

Kantar TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and stakeholder management, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, Kantar TNS has more conversations with the world’s consumers than anyone else and understands individual human behaviours and attitudes across every cultural, economic and political region of the world.

Kantar TNS is part of Kantar, one of the world's largest insight, information and consultancy groups.

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About Kantar
Kantar is one of the world's largest insight, information and consultancy groups. By uniting the diverse talents of its 13 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Its 28,500 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at each and every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies.

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