Webcam ethnographies reveal changing shopping behaviors.

CASE STUDY

A leading consumer packaged goods brand wanted to understand how the pandemic has altered traditional and online shopping behaviors. Typically this type of research would be done in-person, but the approach needed to be pivoted to accommodate social-distancing.

Business Issue:

The brand team wanted to deeply understand shopper delights and frustrations that occur during online pick-up and at-home delivery, and identify ways to improve the overall experience. They also wished to understand what drives shoppers to choose the available shopping options for their product categories, how the pandemic impacted trial of those services, and what might be some potential future behaviors and preferences.

The brand team wanted to deeply understand shopper delights and frustrations that occur during online pick-up and at-home delivery, and identify ways to improve the overall experience.”

Custom Approach:

Often, an ethnography is done in-person within the home and store. To accommodate social-distancing requirements, we developed remote two-hour online webcam interviews. The use of screen capture technology enabled observation of an online shopping experience, where the respondent was asked to order for pick-up curbside, as well as order and ship to home.

Growth Outcome:

The online ethnography through webcam allowed the brand team to gain deep insights while engaging remotely with shoppers including a virtual tour of their home environments. These insights gave clear direction on how to improve different shopping options, and confirm that shoppers had become more open to new shopping choices as a result of COVID.