1. A system of acquiring actual real-time shopper behavior data approximate to a moment of decision by a shopper in a store filled with one or more purchasable items, comprising: a. A communications network positioned about said store; b. At least one data collections device being in operative communication with said communications network; and c. A First Moment of Truth device adapted to be communicatively coupled to said communications network in said store, whereby each said First Moment of Truth device collects said actual real-time shopper behavior data approximate to said moment of decision by said shopper of said one or more purchasable items.