knowledge

Online sales continue to surge, but have retailers cracked the code when it comes to consumers’ Online Moment of Truth? While many interesting mysteries remain in the area of online shopping behavior, some online retailers may be closer to cracking that code than others… which brings us to the (surprisingly) large impact of product category pages. In a large-scale e-commerce study, EyeSee found that when online shoppers land on category list, they buy on average 32% more products on Amazon compared to Target and Walmart. However, shoppers evaluated the shopping experience at Walmart and Target 16% better than their experience with Amazon

EyeSee conducted an experimental study with more than 1500 shoppers, with 42 commercials to understand the potential of virtual shelves when predicting advertising effectiveness.

Scientific and technological innovations have penetrated almost every area of business, but in market research, most companies have stuck with methods that were developed decades ago.

Just like heart-rate monitors, ventures around the world face ups and downs in their growth lifecycles. While there are multiple triggers that could influence these fluctuations, Vlerick Business School embarked on the task to pin down the elements that would stabilize start-ups’ heartbeats to achieve sustainable growth.In their 2018 Rising Star Monitor report, Vlerick stated that some of these key elements encompass the founding-team composition, their equity split, and remuneration.

To unveil the basic elements that drive conversion on these pages, our team conducted an eye tracking study analyzing the leading retailers’ product pages – Walmart, Amazon, and Target. The research showed that shoppers are 14% more likely to buy the product from Walmart than from the other two retailers after browsing their product pages. Our goal was to discover the elements that correlate with purchase intent and offer recommendations for both retailers and their client companies.

Although they’re a POS classic, displays are still a hot topic in in-store advertising. While their basic function is to stock and promote products, they can make a true difference in attracting attention and increasing conversion. When utilized well, in-store displays can boost product visibility by more than 20%; on the other hand, suboptimal displays can squander 25% of their potential.

The EyeSee team developed an alternative to Unilever & Cambridge solution – Spotlight Hero Image, which highlights the products most distinct feature, i.e. variant.To understand the importance of this emerging practice in online product visualization, EyeSee conducted an online packaging study. The primary objectives of the study are:• Are hero images better than standard package images for online purposes?• Which type of hero image is better – Cambridge or Spotlight?

In e-commerce, the website is the key business channel, and it is not often that major retailers decide to dramatically alter its appearance. It is a risky move, which can alienate loyal customers that are accustomed to a certain look and feel. One of the latest such endeavors is the revamped Walmart.com, launched in May 2018. After analyzing the category pages, product pages and navigation on Amazon, Target, and Walmart, we decided to focus solely on Walmart to compare the user experience on the old and the new website.

At the very core of the market researcher’s role is to explore, observe and constantly learn new things. So, what happens when their ability to do so is stifled by cognitive biases, such as the infamous knowledge curse?

Too often, companies conduct qualitative studies when quantitative studies were necessary in their place. This happens because people are biased towards stories. The proponents of qual will say vice versa.Nevertheless, both qual and quant are valuable and complementary research methodologies – only if we understand their (dis)advantages, when to use and when to avoid them and utilize them for specific research objectives.