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Channel choice
Explore why shoppers choose online or physical channels.
Channels and shopping journeys
Connect shopper experiences to the choices ahead.
Define channels, categories and purchase stages before comparing shopping journeys, loyalty experiences and reported conversion barriers.
Start with the decision
Research that helps answer a specific question.
Choose the questions that matter to the business, then agree an approach and an audience that can answer them.
Purchase barriers
Understand reported hesitation, abandonment and switching reasons.
Shopping experience
Review product-page, promotion and loyalty-programme feedback.
Study approaches to discuss
- Shopper journey and barriers
- Product-page and experience feedback
- Promotion and loyalty studies
- Channel and category comparisons
Define who can answer
The right experience matters more than a broad label.
These are audience examples for planning. Availability, source permissions and eligibility are reviewed for the actual study.
Recent buyers
Specify categories, channels and purchase recency.
Browsers and considerers
Define shopping intent and reported decision stage.
Loyalty participants
Qualify relevant membership and programme usage experience.
Eligibility & quality
Make the qualification method explicit.
Agree what is self-reported, what the screener will check, and which requirements need additional evidence. Technical risk signals support the configured review process.
Journey stage
Distinguish browsing, consideration and completed purchases.
Channel experience
Agree relevant retailer, marketplace and store definitions.
Evidence source
Separate reported behaviour from observed transaction evidence.
Reported abandonment is not observed session tracking. Access to client transaction data or browsing events requires separately agreed integration and permissions.
Read our survey quality approachAgree the handover
Know what your team will receive.
The proposal defines the work, responsibilities and delivery formats. Sample supply, programming, managed fieldwork and analysis can be scoped separately.
Outputs to include in the proposal
- Agreed shopper and quota definitions
- Reviewed screening and stimulus requirements
- Specified channel or journey comparisons
- Response files and fieldwork notes
Progress with context
Agree a reporting cadence for qualification, quota movement, source performance, quality reviews and unresolved outcomes.
At close, reconcile accepted completes, documented exclusions and pending client decisions against the agreed rules.
Explore managed fieldworkIllustrative study plan
How this could work in practice.
A planning example, rather than a completed client project or a delivery commitment.
- The question
- Explore purchase barriers across online and store journeys.
- The audience
- Recent category shoppers in agreed decision stages.
- The approach
- Separate channel groups and review reported purchase outcomes.
- The handover
- Provide agreed comparisons and themes for further testing.
Resolve before launch
A stronger brief makes the next conversation useful.
- Which shopping stage matters?
- Which categories and channels qualify?
- How recent must purchases be?
- Is observed transaction evidence required?
Separate essentials from flexibility.
Use the Audience Fit Planner to record mandatory criteria, possible alternatives and exclusions. Download a draft with open questions for the feasibility discussion.