Lead a team of researchers in developing a research plan that would understand the end-to-end purchase journey across 12 brands with representative participant sample segments in a 6-week timeframe.

The end-to-end purchase journey was split into a two-part study to capture shopper experiences:

➡ Part 1: The online shopping process, including brand discovery, product consideration, consultation, and checkout.

➡ Part 2: The post-purchase experience, including buying, receiving, and unboxing products.

The team delivered two comprehensive reports that identified top user issues across a few critical stages:

➡ Consumers are reaching for more detailed information than currently available when discovering products through social media platforms.

➡ Flexibility in interactive features (e.g., chat or virtual try-on capabilities) is necessary to generate personalized recommendations expected by consumers.

➡ Clear communication of order status and product packaging are differentiators in brand perceptions.

➡ A business case for pairing qualitative and quantitative research was made to executive leadership.

➡ Actionable recommendations aided individual brand.com product teams in prioritizing updates to key stages in the shopping journey.

➡ The customer purchased a platform subscription and an additional benchmark from Professional Services.