Can the time we spend on shopping be considered as well spent? In this TEDx talk, Dr. Nadia Morozova, Chief Analytics & Insights Officer at Enriched Insights, shares highlights from years of consumer behavior research she conducted in the marketing industry and academia. We spend around 10 days on shopping in a year, while millennials spend almost 35 days a year on researching things to buy on-line. How can we make sure that this time is well spent? Applying a research methodology, which Dr. Nadia Morozova developed during her PhD, she found that close to three quarters of purchases inspired by social media platforms can be classified as unplanned. This TEDx talk provides further insights on the role of different types of purchases in building a positive shopping experience and provides recommendations on specific ways we as consumers can evaluate our time spent on shopping. Nadia is an award-winning analytics and insights expert with around 15 years of international experience from working in large multinational companies.Nadia currently holds the position of Chief Analytics & Insights Officer at Enriched Insights and the focus of her work is to support companies in implementing strategies that focus on customers and consumers by connecting academic and consumer research.In the midst of the age of consumerism, Dr. Morozova’s role is to reconstruct and transform business functions and market strategies, thanks to her keen long-term vision and understanding of the modern consumer. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx