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L2: Methods for Researching Consumers (Exploratory research (Insights you…
L2: Methods for Researching Consumers
Problems with projecting preferences
Often, consumers can't explain their behaviour and preferences
Steve Jobs: 'It's really hard to design products by focus groups. A lot of times people don't know what they want until you show it to them.'
They might don't know what is possible
Distorting the truth
Confabulations
Exploratory research
Surveys
Focus groups
In-depth interviews
Observational studies
Insights you get are
general idea about nature of problem
Generate new hypotheses or relevant variables
Correlation does not equal to causation
Correlation: Relationship between two variables
Causation: One variable producing an effect in another variable
Experimental research
Study on supermarket strategy
Regular shelf
Double the size
End of aisle
Regular Price
5 % or 10% discount
Result: Most Sales with end of aisle display and 10 percent discount.
digital advertisements
Goal: determine which digital advertisements are more effective
A/B testing
varying different elements and measure conversions via click through and purchase