At the University of Bristol’s Digital Footprints Lab, we are uncovering the hidden potential of supermarket loyalty card data. Traditionally leveraged for marketing, this data holds significant promise for public health research—providing insights into dietary habits, illness management, and broader health trends. Yet, until now, this resource has remained largely untapped.
Bridging the Gap: The Shopping Trolley Secrets Exhibition
To explore this intersection of consumer behaviour and health research, we launched the Shopping Trolley Secrets exhibition in partnership with We The Curious (WTC) Science Centre. This public engagement initiative, hosted in WTC’s Open City Lab, offered interactive, hands-on experiences designed to make research tangible and accessible. Visitors examined example shopping baskets, participated in a simulated shopping experience, and attended ‘Meet the Researcher’ sessions, all fostering critical discussions about how shopping data can inform public health.
Between July 2024 and February 2025, the exhibition became one of WTC’s most popular attractions, drawing over 33,000 visitors—approximately 20% of whom engaged directly by providing feedback and research ideas. Through postcard contributions and discussion, participants shared their thoughts on data ownership, privacy, and how such insights should be used in research. These interactions proved invaluable, reinforcing the role of universities in public health while demonstrating the power of community-driven inquiry.
Making Research Relevant and Accessible
We transformed complex research into interactive experiences, allowing visitors to explore the impact of their shopping habits through:
- Role-Play Shopping: Encouraging participants to reflect on their purchasing decisions and what their data reveals.
- ‘Meet the Researcher’ Sessions: Engaging discussions on data linkage, consumer habits, and privacy concerns, including:
- Data Linkage (Oct 2024): Exploring attitudes on connecting shopping data with health records.
- Late-Night Adults Only (Nov 2024): Understanding perceptions around ‘guilty pleasure’ purchases and data-sharing.
- What Would You Like to Know? (Dec 2024): Co-designing a data visualisation tool based on public interest.
- Outdoor events in We The Curious’ public square, ensuring accessibility beyond paying visitors.
These discussions not only fostered greater public understanding but also empowered individuals to consider the ethical dimensions of data use in research.
Inspiring the Next Generation
With over 16,000 children participating, the initiative sparked curiosity in data science and health research. Hands-on activities for children included:
- Playdough modelling of shopping items to visualize data trends.
- Interactive shopping experiences using physical baskets.
- Paper chain exercises to illustrate connections between shopping data and health indicators.
By demystifying academia and presenting research as an engaging, accessible field, we aimed to inspire the next generation of scientists and data researchers
Beyond the Exhibition: Lasting Impact
While the immediate success of Shopping Trolley Secrets was evident, our aim was to ensure lasting impact. Several key initiatives have emerged from this project:
- Data Visualisation Tool Development: Securing Jean Golding Institute Seedcorn funding, we are now developing a public-friendly tool shaped by visitor feedback. This tool will help individuals understand their own supermarket data, enhance data literacy, and support educational initiatives.
- Integrating Public Perspectives into Research: Public concerns and interests raised during the exhibition are shaping our research priorities. In response, we have adjusted our data privacy protocols and incorporated co-designed elements and public feedback into future funding applications.
- Sustained Knowledge Exchange: The relationships built through WTC are ongoing, ensuring continued dialogue between researchers and the public. This approach fosters trust in academic research while maintaining engagement beyond a single exhibition.
Looking Ahead
This project is just the beginning. Our continued collaboration with WTC, the development of the data visualisation tool, and the integration of public-driven research directions will ensure that the impact of Shopping Trolley Secrets extends well beyond its exhibition run. By making research engaging, inclusive, and relevant, we are not just studying digital footprints—we are shaping the future of public health research through meaningful, community-driven dialogue.