A great example of a field study was orchestrated by Joe Perlaky, Executive Director for the Maumee Valley Growers (Ohio). This week, Bridget and Joe discuss the findings of their 2021 study. Purchases were made many times in 5-7 seconds and most often by women. Compared to the older customers, the younger age cohorts took longer to make a purchase decision, perhaps because it was among their first purchases. Some individuals who considered the purchase too long didn’t make a purchase, perhaps because they decided it wasn’t worth it. Employees who noticed customers considering a purchase for a long time helped by asking questions of the potential customer. Empty spaces on the bench seemed to attract some attention, too.