The research study will be carried out in 3 steps. Our research partner Why5Research proceeds through a dual research method, as well qualitative as quantitative, to select the winners.
Step 1 – Completed on January 2017 –
Qualitative research: map the shoppers’ motivations
First of all, we want to understand the motivations of the online shopper. How do people experience online shopping? What is important for the customer? What are the underlying motives for buying online?
In this phase, we also want to understand how customers experience the nominated webshops. Is the webshop client friendly? Does it appeal and/or inspire? Etc.
Why5Research puts together a random panel. The respondents have to have made at least two online purchases in the past 6 months as private consumers.
Based on these insights, a first evaluation of shopping needs and the nominated webshops will be made. The results will also be used in the next phase of the study.
Step 2 – Ongoing until 28th of February 2017 –
Quantitative research: quantifying the shoppers’ motivations.
In the qualitative phase, we created hypotheses about the different needs of people to go shopping online. In the quantitative phase, we map the scale and the importance of the different needs.
Step 3 – Ongoing until 28th of February 2017 –
Application on the participating webshops
In this phase, the customers who made deliberate purchases in one of the participating webshops, evaluate the nominees. The interviewed customer awards marks on the basis of the following aspects:
- Logistics (packaging, return policy, delivery options,…)
- Client service & experience (communication, complaint handling, follow up)
- Payment/contracting (clarity of the order process, safety, mobile options, refund,…)
- Concept (overall impression & satisfaction, usability,…)
What’s in it for the nominees?
The general results are available to the whole sector, meaning that everyone can learn something from this study. The individual results per webshop are only at the disposal of the webshop concerned. Participating equals acquiring more knowledge.