A large regional discount retailer was experiencing decreasing overall sales and frequency of shoppers. They wanted to conduct research to assess shoppers’ attitudes and understand the extent to which internal, controllable factors were playing a part in this decline. The MSR Group was engaged for a project that included both qualitative and quantitative research–focus groups to explore shopper perceptions and key issues and then a telephone survey to measure satisfaction with specific product lines and the overall shopping experience. Our study identified consumers’ biggest areas of dissatisfaction along with what the retailer was doing well. We provided recommendations showing where to focus efforts for improvement, prioritizing areas of operational concern by reflecting actual customers’ experiences and opinions.