Catalina Marketing, a behavioral marketing company out of St. Petersburg, Fla., has been investigating exactly what shoppers put in their carts in hopes of identifying the gap between what consumers say they buy in surveys and what they actually purchase. For two years, Catalina has examined 250 million shopping baskets weekly from 130 million separate shopper identifications. What insights can you get from shopping baskets that you couldn’t get from shopper surveys? And could analyzing shopping baskets play a larger role in understanding consumers’ behavior?

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