It has been common for many years for consumer researchers to assess the opinions and reactions of respondents in a variety of "laboratory" environments. These include university laboratories, special research facilities in shopping malls and the like. For several years there has been increasing interest in studying the purchase decisions of consumers at the point-of-purchase. This point-of-purchase type of research has been variously described as "assessment in context", "in-situ research", "natural research", "everyday research" and "in-store research". The Point-of-Purchase Study Group (POP-SG) is a coalition of academic, industrial and other researchers who maintain an active interest in, and promote some phase of this research.
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