Research Methods Matter!
A new analysis of data from the ARF’s DASH study shows how the choice of research methods can have a significant impact on findings.
A new analysis of data from the ARF’s DASH study shows how the choice of research methods can have a significant impact on findings.
What kind of interface does your ecommerce website or app use? How does that affect the customer experience? These are important questions because how your purchase interface is framed affects the customer experience along the entire decision journey, according to this MSI working paper. “Quantity-integrated” formats, where the customer indicates simultaneously whether and how much to buy of something, are more profitable than sequential formats, where the customer is first asked for their purchase decision, followed by a specific quantity.
Member Only AccessWhat kind of interface does your ecommerce website or app use? How does that affect the customer experience? These are important questions because how your purchase interface is framed affects the customer experience along the entire decision journey, according to this MSI working paper. “Quantity-integrated” formats, where the customer indicates simultaneously whether and how much to buy of something, are more profitable than sequential formats, where the customer is first asked for their purchase decision, followed by a specific quantity.
Member Only AccessMany ecommerce shoppers rely on reviews to help make their purchase decisions. But lately, the authenticity of these review platforms have come into question. Retailers have been looking for ways to increase trust in reviewers. One stumbling point, asking reviewers to disclose their identity can raise privacy issues. It also creates a positivity bias. Fortunately, there are actions review platforms can take to enhance customer trust while reducing the need for individual reviewer disclosure.
Member Only AccesseMarketer data illustrates Amazon’s dominance, but also shows good results for Instacart.
A multi-billion dollar pet food manufacturer analyzed its audience targeting strategy with the goal of ensuring efficient online ad spending, according to Souptik Datta and Zulema Doiny-Cabre of GroupM. The analysis with GroupM evaluated the performance of existing audience segments, pinpointed profiles of high-performing audience segments for additional opportunities and determined the optimal ad impression frequency.
Member Only AccessIs offering “free” goods, such as useful search results or access to content, in exchange for personal data a good deal for the consumer? We have norms for the monetary value of labor, but when it comes to the value of private, digital data, the value is less clear. In this study, researchers wanted to assess consumer expectations for compensation in exchange for personal data. Would they equate monetary compensation at the same value as bartered “goods”?
Member Only AccessAt the ARF’s Virtual Town Hall on Resuming the Sustainability Agenda, the speakers emphasized that sustainable living and purchasing have become MORE important to consumers as a result of COVID-19. However, additional education of consumers, including sustainability-orientated millennials, needs to be achieved. Making it easy for shoppers to identify and purchase sustainable products through packaging, labeling, optimized websites, and effective messaging is critical.
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