Smart. Passionate. Curious.

Our Team

wendy liebmann

CEO & Chief Shopper

Wendy Liebmann is recognized as one of the innovators of shopper insights. In 1986, Wendy founded WSL to "get marketers out of their ivory towers to meet their shoppers on the selling floor." Whether that floor is real or virtual.

Wendy and WSL are recognized for their ability to help clients build innovative retail strategies by understanding the influences on how people shop in the US and around the world --and how to utilize that understanding to drive innovation at retail.

Since 1989, WSL has published How America Shops®, an ongoing nationwide survey that was the first ever to track shoppers' mood, mindset and behavior and successfully predict evolving shopper behaviors, and where retail is headed.

Wendy has extensive global experience in marketing, retailing and research, first in her native Australia where she learned to be a passionate shopper, then globally.

She is frequently called upon by the media to provide insight into the state of retail and shopping. She is a recognized speaker, regularly addressing business and educational organizations around the world.

Wendy is noted for her unique combination of Australian earthiness. global shopping vision and practical viewpoint.

She holds a degree in business and psychology from the University of New South Wales in Sydney, Australia.

WSL consults to such industries as retail, beauty, food, beverages, health, home, personal care, entertainment, fashion, publishing, and financial services.