O2: Online Shopping Study

O2 wanted to understand how consumers are using the Internet to shop for mobile phones.

O2 understood that what happens on their own site forms only half the story and that decisions are increasingly being made ‘upstream’ from the O2 site. To understand the real decision-making process, insights were needed on the role of search, comparison and consumer reviews as well as on the O2 site itself. With this in mind, O2 appointed Foolproof to gather qualitative insights across the end-to-end customer journey.

Our Approach

Foolproof devised an online shopping study that brought together site metrics and one-on-one depth interviews to build a detailed picture of the marketplace and the shoppers using the O2 site.

Depth interviews allowed actual observation of each of the consumers as they progressed through the shopping experience including their use of search tools, comparison and review content. This enabled us to identify the steps and events that shaped the decision-making process and allowed us to identify the important factors in persuading consumers to make their purchase online.

Foolproof followed the initial shopping sessions with a telephone-based interview with each respondent several weeks later. This helped the team understand how the shoppers actually went on to buy and which channel they executed the purchase through.

The Results

The outputs from this research programme consisted of detailed actionable recommendations to improve online marketing and paid-for-search, as well as a series of on-site improvements to help drive more sales online. O2 is currently acting on these recommendations.

• Research facilities

  

  We provide access to specialist research facilities and tools in our offices in London and Norwich: focus group rooms, user testing and eye-tracking facilities.

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• Our Team

  Who’s who at Foolproof?
  Find out more about the Foolproof team.

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