Consumer usage and attitude studies are critical whether you are launching a new product or service or entering a new market. This encompasses gaining in-depth knowledge understanding about market realities in terms of consumer expectations, perceptions, demand, usage patterns and other key factors. This case study is about a recent consumer usage attitude study we successfully executed for a client in Europe for an online business.

1. Research Requirement The Challenges The Approach Outcome
The client wanted to understand
the context behind a consumer’s
online actions such as purchases,
services solicited or activities
performed.
The client wanted to understand:
 The awareness & penetration of
its services.
 The social behaviour of
respondents within different
segments
A set of masked questions were to
be used to hide the objective of
the study during screening.
The need was for 14 links/country
– one for each online purchase or
online activity – to screen people
out of each link if they don’t fit the
criteria.
14 online segments included:
Bought - insurance • flight tickets •
electronic product • a fast-fashion
product • health & beauty product
• paid for a hotel • used an online
travel agent • booked road
transport • ordered food • used
financial service • education •
online media and publishing •
gambled • played video games
 Deployed dynamic incentives to
keep panelists engaged &
maintain quality.
 Structured sample plan was
followed per quota plan, based on
update from different client side
PMs for each segment, to avoid
over count.
 Allotted a dedicated SM/segment.
 Considering the complication
associated with setup, different
link/segment were setup to
sample accordingly & also to
facilitate segment wise tracking.
 Targeted additional 10% of N
count as buffer.
 Aggressive, yet controlled
sampling guaranteed
completion within deadline with
200 completes/segment, with
100% quality responses.
 The client was very impressed
with our comprehensive
research & sampling approach
along with fast turnaround to
test/setup/monitor 154 live
links.
Consumer Usage &
Attitude Study for
an Online Business
Target Group
18+ years of age
General
population
Study Type
Ad hoc
Sample Size
n=30,000 (200
completes *11
markets * 14
segments)
Geography
Multi-market
www.borderlessaccess.comconnect@borderlessaccess.com