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Assessing Consumer Usage & Attitude for Online Activities in Europe

Consumer usage and attitude studies are critical whether you are launching a new product or service or entering a new market. This encompasses gaining in-depth knowledge and understanding of market realities in terms of consumer expectations, perceptions, demand, usage patterns and other key factors.<br><br>This case study is about a recent consumer usage attitude study we successfully executed for a client in Europe for an online business.

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Assessing Consumer Usage & Attitude for Online Activities in Europe

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  1. Consumer Usage & Attitude Study for an Online Business Study Type Ad hoc Sample Size Research Requirement The Challenges The Approach Outcome n=30,000 (200 completes *11 markets * 14 segments) • The client wanted to understand the context behind a consumer’s online actions such as purchases, services solicited or activities performed. • The client wanted to understand: • The awareness & penetration of its services. • The social behaviour of respondents within different segments • A set of masked questions were to be used to hide the objective of the study during screening. The need was for 14 links/country – one for each online purchase or online activity – to screen people out of each link if they don’t fit the criteria. 14 online segments included: Bought - insurance • flight tickets • electronic product • a fast-fashion product • health & beauty product • paid for a hotel • used an online travel agent • booked road transport • ordered food • used financial service • education • online media and publishing • gambled • played video games • Deployed dynamic incentives to keep panelists engaged & maintain quality. • Structured sample plan was followed per quota plan, based on update from different client side PMs for each segment, to avoid over count. • Allotted a dedicated SM/segment. • Considering the complication associated with setup, different link/segment were setup to sample accordingly & also to facilitate segment wise tracking. • Targeted additional 10% of N count as buffer. • Aggressive, yet controlled sampling guaranteed completion within deadline with 200 completes/segment, with 100% quality responses. • The client was very impressed with our comprehensive research & sampling approach along with fast turnaround to test/setup/monitor 154 live links. Target Group 18+ years of age General population Geography Multi-market connect@borderlessaccess.com www.borderlessaccess.com

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