OSS Research methodology

There are some variations in the method employed in individual OSS studies, depending on the type of market and product under investigation. But each OSS study is longitudinal and ethnographic in nature, following the same overarching structure.

Each study comprises a quantitative survey with a qualitative study of actual consumer shopping behaviours. The diagram below summarises our research approach. It shows how we use four research events at different stages of the purchase process to build a picture of the lifecycle of a typical purchase:

Quantitative Method

At the outset of an OSS study we undertake a survey with a sample of consumers that are representative of the market being investigated, in most studies this has been UK Online adults. This allows us to gather information on ownership and future purchase intention for target product in the study. Each study usually involves a sample of 1,500 – 2,000 online consumers. We then use the data to identify the important demographic and behavioural patterns that we could explore in more detail in the qualitative study.

Qualitative Method

In the qualitative phase of the study we recruit a sample of shoppers representative of the quant panel who intend purchasing the target product within the next 3 – 4 months. This usually involves a sample of 25 – 40 shoppers for each target product. Each suitable respondent is invited to attend research sessions held at Foolproof’s facilities where they are observed beginning the shopping process. Sessions are recorded using sophisticated software allowing very thorough 'after-the-event' analysis and eye tracking during some of the sessions.

At the end of a 45 minutes session, each respondent completes a questionnaire. This captures their impressions of their session including the usefulness of sites and search engines they had encountered. Finally the shoppers are contacted again at home for follow-up telephone interviews and email surveys between 4-12 weeks after their initial shopping sessions. This allows us to investigate their final purchase decisions and to probe the experiences and events which influenced their final choice of provider and product.

To find out more about OSS or to purchase a report contact info@foolproof.co.uk

• Why OSS?

  

  The OSS research programme is now in its third year, find out what makes it a unique source of market insights for online marketing.

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• Contact

  

  Contact number and locations of our London and Norwich offices.

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