Having the best possible offer on shelf is not enough—actual purchase also depends on who the shoppers are, how they go about purchases, and the shopping environment. Understanding shopper profiles, drivers of outlet and category choice, paths to purchase, most impactful POSMs, planograms, and promotions and shelf arrangements that lead to maximum brand visibility and pickup are critical. decrypt employs a mix of stated observational, and implied tools to unlock optimal answers—depending on the questions.