Supermarket space management: listening answers and explanations
A marketing consultant explains how supermarkets study shoppers and use space to sell more. She describes four research methods, then walks along a diagram of one aisle, from the entrance to the checkout, saying what sells where.
Two halves in order. The research methods (33-37) run from questionnaires to cameras to the eye movement recorder to Spaceman. 'Now here's a diagram of one supermarket aisle' moves you to 38-42, which follow the shopper's walk from the entrance to the checkout.
Answer key and self-check
Type what you wrote and hit mark. Hide the key first if you haven't done the part yet. Every question number jumps to its explanation.
Q
Your answer
Answer
Questions 33-37 · Table completion (NO MORE THAN THREE WORDS)
How to attack this block: Each row pairs a research method with what it tells you. Some gaps are the method, some are the information, so check which column you're in before she reaches that row.
Question 33
Answer: displaysHer first example of a research method
Also accepted: products / displays and products
What do questionnaires show about customers' views?
the simple and direct questionnaire … which provides information from customers about their views on displays and products
Question says → You hear
what customers think aboutabout their views on displays and products
Why: 'Their views on' matches 'what customers think about'. The key's answer is displays; products, or displays and products, are also accepted.
The trap: 'Decisions about what to put where' follows, but that's what retailers do with the information.
Question 34
Answer: TV camerasHer second method, after questionnaires
Also accepted: hidden TV cameras
Which method shows how customers move around the aisles?
the hidden television cameras that film us as we shop and monitor our physical movement around the supermarket aisles
Question says → You hear
how customers move around supermarket aislesmonitor our physical movement around the supermarket aisles
Why: The information column matches 'monitor our physical movement', so the method is the hidden television cameras. TV cameras or hidden TV cameras fits the limit.
The trap: 'Video surveillance' is mentioned next as a more sophisticated technique, and it isn't the one tied to movement in the aisles.
Question 35
Answer: recorderWhen she moves on to 'more sophisticated techniques'
Also accepted: recording
What is the full name of the eye movement device?
such devices as the eye movement recorder. This is a device which shoppers volunteer to wear taped into a headband
Question says → You hear
Eye movementthe eye movement recorder
Why: 'Eye movement' is printed, so the gap is the last word: recorder.
The trap: 'Headband' is what the device is taped into, not its name.
Question 36
Answer: SpacemanWhen she says space management is now highly sophisticated
Also accepted: "Spaceman"
What is the name of the example computer program?
Now, an example of this is Spaceman which is a computer program
Question says → You hear
Computer programs, e.g.an example of this is Spaceman
Why: 'An example of this' matches 'e.g.' The program is called Spaceman, one word, with a capital S.
The trap: 'Electronic checkouts' come next, but they send information to Spaceman. They're not the program.
Question 37
Answer: positionWhen she explains how Spaceman works
Also accepted: shelf / spot / place
What does the program find that is best for an article?
Spaceman then suggests the most profitable combination of an article and its position in the store.
Question says → You hear
the best ... for an article in the shopthe most profitable combination of an article and its position in the store
Why: 'Most profitable' becomes 'best', and what is best for the article is its position. Shelf, spot or place are accepted too.
The trap: 'Combination' sits right before 'of an article', but 'the best combination for an article' doesn't say anything. The gap needs the place.
Diagram labelling (NO MORE THAN THREE WORDS)
Questions 38-42
How to attack this block: The labels go in the order a shopper walks: first shelves, middle of the aisle, the two ends, the checkout. Listen for the place first ('at the beginning of aisles', 'the ends of the aisles', 'at the checkout'), then the detail.
Question 38
Answer: walk pastWhen she points to the entrance on the diagram
Also accepted: walk straight past / walk right past / ignore / pass
What do customers usually do to the first shelves?
When the film is speeded up, it clearly shows that we walk straight past these areas on our way to the centre of an aisle.
Question says → You hear
customers usually ... thesewe walk straight past these areas
Why: The gap needs a verb: walk past (or walk straight past, or ignore).
The trap: 'Don't sell well' is said first, but 'customers usually don't sell well these' makes no sense. The gap is what customers do.
Question 39
Answer: at eye levelWhen shoppers pause at the centre of an aisle
Also accepted: near customers' eyes
Where should products be placed in the middle of an aisle to sell well?
Now products displayed here sell well and do even better if they are placed at eye level
Question says → You hear
sell well particularly if they are placedsell well and do even better if they are placed at eye level
Why: 'Even better if' matches 'particularly if'. The position is at eye level.
The trap: 'Centre of an aisle' describes where you are on the diagram, not the extra condition.
Question 40
Answer: hotspotsStraight after eye level
Also accepted: hot spots
What are these shelf areas called?
manufacturers pay a lot for these shelf areas which are known in the trade as hotspots
Question says → You hear
These areas are known asthese shelf areas which are known in the trade as hotspots
Why: 'Known in the trade as' gives you the name: hotspots. One word or two is accepted.
The trap: Gondola ends come next and are called the 'prime positions', but they're a different place on the diagram.
Question 41
Answer: special offersAfter new products are launched at the gondola ends
What is often displayed at the exit end of the aisle?
the end of an aisle may be used for promoting special offers which are frequently found waiting for us as we turn the corner of an aisle
Question says → You hear
often find ... displayed herespecial offers which are frequently found waiting for us
Why: 'Frequently found' matches 'often find'. The gap is special offers.
The trap: New products are launched at gondola ends too, but that's printed for the entrance side.
Question 42
Answer: chocolatesWhen she says 'eventually of course, we have to pay'
Also accepted: chocolate
What is the checkout often used to sell?
That's why the shelves at the checkout have long been a favourite for manufacturers of chocolates
Question says → You hear
Exit - checkout: often used to sellthe shelves at the checkout have long been a favourite for manufacturers of chocolates
Why: The checkout shelves are a favourite place for chocolates, the classic impulse food.
The trap: 'Impulse food' describes chocolates. It's not the product name the label wants.
Spaceman suggests 'the most profitable combination of an article and its position'. The table says 'the best ... for an article', so the gap is position, not combination.
There are two gondola ends. New products, said first, is printed for the entrance side. Special offers go at the other end, 'as we turn the corner of an aisle'.
She says 'hidden television cameras'; the key gives the short form, TV cameras. Video surveillance comes later as a newer technique, so don't swap them.
Words from this recording worth keeping
sophisticated(Research methods)
advanced and complex
surveillance(Research methods)
careful watching of people, often by camera
eye-catching(Research methods)
attractive and easy to notice
profitable(Spaceman)
making money
take stock(Middle of the aisle)
stop and think about a situation
snapped up(Hotspots)
bought quickly and eagerly
privileged(Gondola ends)
having special advantages
impulse(Checkout)
a sudden wish to buy something without planning
Sit this test on Langujet, then come back
The full Cambridge 1 Test 3 listening paper with the real audio: all four parts, played once, marked the moment you finish. Already done it? Take it again and listen for the traps this page showed you.
Cambridge IELTS 1, Test 3, Listening Part 4. The recording, transcript and questions belong to Cambridge University Press and are not reproduced here. We quote short extracts of the transcript only as evidence for our own commentary, and the answers are published for self-marking. Get the book for the full material, or sit the test on Langujet.
