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Revolutionising Consumer Research:
From Surveys to Video
In the ever-evolving landscape of consumer behaviour, understanding the nuances of the buyer journey has become paramount for businesses seeking to enhance customer experiences. For a market research agency’s client, a multinational home furniture retailer, this challenge became a focal point in their quest to optimise both online and in-store customer interactions. Traditional methods such as customer feedback surveys fell short of delivering the in-depth insights required to transform the customer experience. To bridge this gap, the agency embarked on a transformative journey with Indeemo and video-based research as a form of pre-tasking before moving on to focus group sessions. By harnessing Indeemo's powerful video capabilities, video import, and qualitative data analysis with Generative AI, they sought to gain a profound understanding of two distinct customer segments - online and in-store shoppers - as they navigated the intricate world of home furniture purchasing.
The Challenge
The agency was tasked with uncovering the experiences of two different consumer segments: online shoppers and in-store shoppers. The primary goal was to gain a holistic view of their purchasing journeys. They aimed to comprehend their opinions, attitudes, positive experiences, frustrations, and pain points when searching and purchasing home furniture.
The Approach
In the Moment Video Research
Instead of relying on conventional research methods, such as customer feedback surveys, the agency adopted an approach that would enable them to intimately connect with consumers. They leveraged Indeemo's sequential tasking feature, releasing tasks to research participants via the Indeemo App after the completion of each previous task. For online shoppers, they utilised Indeemo's mobile screen recording feature, capturing every facet of their buying journey. In the case of in-store shoppers, they predominantly employed video documentation as participants embarked on their journeys, including the opportunity to browse online and then finalise their purchases in-store.
Focus Group
Research participants were then invited to focus group sessions, following the pre-task phase of the project. These sessions were recorded and uploaded to the Indeemo platform using its video import feature. The discussions were then transcribed automatically, setting the stage for an in-depth analysis.
The Fieldwork
20 Respondents
3 Tasks per day
2 week
Strategy: Sequential Task List
Data Analysis with Generative AI
The focus group recordings and the subsequent task-based videos provided a rich dataset for analysis. Using Indeemo’s generative AI, the research team analyzed both the video-based research data and focus group transcripts. This AI-driven analysis enabled the extraction of direct quotes, identification of recurring themes, and assessment of sentiment. The combination of traditional focus group dynamics with advanced video analytics offered a comprehensive understanding of consumer behaviors and preferences.
Key Insights Uncovered
Through the meticulous execution of their research strategy, the agency unearthed critical insights at various stages of the buyer journey:
Discovery Phase
Online shoppers exhibited a pronounced preference for browsing on their mobile devices. Video documentation revealed that the mobile interface played a pivotal role in their decision-making process, indicating the need for an optimised mobile shopping experience.
Product Exploration
Both online and in-store shoppers frequently utilised video content to understand product details and visual aesthetics. Online shoppers, however, engaged more with user-generated content and reviews, highlighting the significance of customer-generated content in influencing purchase decisions.
Decision Making
In-store shoppers, even though they initially explored options online, showed a strong inclination towards finalising their purchases in-store. This suggested an opportunity to create a seamless transition between online and in-store shopping experiences.
Post-Purchase
Video footage captured the post-purchase experiences, including product assembly and satisfaction levels. These insights were instrumental in refining the retailer's customer support and after-sales services.
Leveraging Insights for Client Benefits
The home furniture retailer immediately recognised the value of these insights in enhancing the customer experience. Here's how they leveraged these findings:
Mobile Optimization
The retailer invested in optimising its mobile platform, ensuring a smooth and engaging shopping experience for mobile users, in alignment with the preferences of online shoppers.
User-Generated Content
Recognizing the influence of user-generated content, the retailer initiated customer review campaigns and incorporated user-generated photos and videos on product pages, fostering trust and authenticity.
Seamless Shopping Experience
To bridge the gap between online and in-store shopping, the retailer implemented a unified shopping cart system, allowing customers to seamlessly transition between both channels and finalise purchases as they preferred.
Enhanced Customer Support
The insights regarding post-purchase experiences prompted the retailer to revamp its customer support processes, ensuring swift resolution of assembly issues and addressing customer concerns effectively.
Benefits of Video-Based Research
The adoption of Indeemo's video capabilities provided a multitude of advantages over traditional research methods:
Rich Visual Context
Video allowed the agency to capture not only what participants said but also their non-verbal cues, providing a deeper understanding of their emotions and behaviours.
In the moment Insights
Sequential tasking and mobile screen recording offered real-time insights into consumer behaviour, enabling timely adjustments to strategies.
Consumer Empowerment
User-generated content empowered customers to share their experiences directly, creating a sense of community and trust.
Holistic Perspective
Video documented the entire journey, from initial research to post-purchase, giving a comprehensive view of the customer's lifecycle.
Conclusion
In conclusion, the agency's partnership with Indeemo and the utilisation of its video capabilities revolutionised their approach to consumer research. By gaining unparalleled insights into the buyer journey, their client, the multinational home furniture retailer, successfully enhanced its online and in-store customer experiences, thereby reaffirming the importance of immersive, video-driven research in today's dynamic market.
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