Declarative research data can effectively complement the behavioral data collected by retailers, offering brands a clearer understanding of the motivations behind purchase decisions, according to Andrei Canda, Managing Partner at iSense Solutions.

Speaking at the Future Retail & FMCG Forum organized by The Diplomat-Bucharest, Canda emphasized that transaction data alone does not explain the “why” behind consumer behavior.

“Retailers can see that a purchase happened, but the reasons behind it can only be uncovered through classic research — we need to ask people directly,” he explained.

He believes that integrating retail media data with traditional market research creates a more complete picture of the customer journey and delivers greater value for both brands and consumers.

“Retailers know who buys, when they buy, where they buy, and how behavior changes. We can find out why they didn’t buy a product, why they changed their behavior, what their perception is of a brand, and how we can influence that perception and create purchase intent. Together, these data sources bring even more value,” Canda added.

Key statements

• iSense recently conducted a global study across 39 countries, covering all continents, with over 10,000 respondents, exploring multiple topics including media influence on buying behavior.
• Physical stores remain the primary touchpoint. Around 62% of Romanians consider the physical store the most relevant place in the purchase process. Another 27% say stores influence product sampling, while 18% mention digital screens.
• By comparison, only 16% of Romanians say they are influenced by social media ads, suggesting that Romania is a retail-first rather than a social-first market.
• Consumer trust is built in retail environments. While influencer communication impacts 24% of consumers, 65% say in-store information influences their buying behavior, positioning retail media as not only an exposure channel but also a trusted one.
• Social commerce remains underdeveloped in Romania and across Europe. Just 13% of Romanians reported making purchases via social commerce platforms such as Facebook, indicating that purchase decisions happen closer to the shelf than in social feeds.
• The hybrid journey is becoming the new standard, with decisions made across physical stores, retailer websites, and mobile apps.
• Looking ahead, Canda expects retail media data to be more tightly integrated with traditional research, delivering stronger insights and added value for marketing teams and CMOs.

As retail media matures, blending behavioral data with attitudinal insights could become essential for brands seeking not just visibility, but a deeper understanding of what truly drives consumer decisions.