Collecting and analyzing data on consumer behavior in retail requires an understanding of the research objectives and questions. Surveys, interviews, focus groups, and observations are some of the most common methods and tools used in this endeavor. Surveys are questionnaires that can be distributed to a large sample of consumers to measure satisfaction, loyalty, preferences, expectations, and feedback. Interviews are one-on-one conversations that allow for in-depth exploration of consumer needs, motivations, emotions, and behaviors. Focus groups are group discussions that generate ideas, test concepts, and understand consumer attitudes, opinions, and perceptions. Observations are direct or indirect methods to watch and record consumer behavior in real or simulated settings using cameras, sensors, eye-tracking devices, or software. Through these tools, valuable insights can be gained on consumer actions, reactions, and interactions.