Market research is vital for businesses to gain insights into customer behavior and preferences. A shop-along is a type of market research that involves accompanying a customer on a shopping trip in order to observe their behavior and decision-making process. In recent years, the scope of a shop-along has expanded to include mobile shop-alongs, which are completed using a mobile app and video and follows the shopper journey remotely. Shop-alongs are extremely valuable for businesses, as it provides an opportunity to see firsthand how customers interact with products and make purchasing decisions. Shop-alongs can also be used to gather data on loyalty programs, store layout, design elements, signage, and customer service. While they can be time-consuming and expensive to conduct, shop-alongs can provide invaluable insights into the customer experience that are available from an online survey.