OBSERVING PURCHASE BEHAVIOR ON E-COMMERCE APPLICATION VIA MOBILE ETHNOGRAPHY

Client is an Indian multinational technology company that focuses on ecommerce, cloud computing, digital streaming, and artificial intelligence.
The client's cutting-edge E-commerce application is the preferred sales channel for its products.

THE PROBLEM STATEMENT :

Since more and more people are turning to digital platforms for their shopping needs, the client wanted to evaluate consumers’ in-the-moment usage behavior for their E-commerce application.
The foremost intent of the study was:
- To understand users' segmentation
- To gain a better understanding of end-users’ usage patterns
- To find out what motivates people to use the E-commerce applications
- To have a better understanding of consumers’ spending habits

OUR RESEARCH APPROACH :

Our researchers conducted mobile ethnography among general customers who prefer to shop online using their smartphones.
Novus insights employed a variety of media upload types, including images, videos, screenshots, and screen recordings, to complete tasks over the course of a week.
End-users completed a variety of tasks, including:
- 1 Min Video of House/Room – to understand the lifestyle
- Screenshot of favorite websites/ apps/ games/ social
- Screenshot of E-commerce Apps on Smartphone
- Location picture where E-commerce application is used frequently
- Screenshots and screen records of preferred category/ segment of product purchased
- Screen time of various application usage
- Screenshot of application usage intervals with time stamps
- Small video of key motivation of using the application

Key Takeaways of the Research:

The client was able to generate a range of insights from a consumer segment they have found difficult to reach which assisted the client in understanding:
- Consumption Pattern
- Track their Preferred E-commerce Applications
- Influential & Growth Factors
- Competitive Analysis(Ranking based on their media content type & other factors)

Geographic Coverage :

Pan India (Metros + Tier 1 Cities)

OBSERVING PURCHASE BEHAVIOR ON E-COMMERCE APPLICATION VIA MOBILE ETHNOGRAPHY

THE PROBLEM STATEMENT :

OUR RESEARCH APPROACH :

Key Takeaways of the Research:

Geographic Coverage :

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