Shopping isn’t simple

How today’s consumer is embracing new technology

Shopping isn’t simple anymore, particularly when buying relatively expensive items like digital cameras and smartphones. The rapid evolution of the internet, mobile devices and social media means consumers are bombarded with information and spoiled for choice. So how do consumers navigate through this sea of information? How do they make up their mind?

Drawing on some of the latest research conducted for leading technology brands, Martin Wootton from RS Consulting will explore how research can answer these questions. He’ll argue that ‘traditional’ survey research is limited and outdated, and share some of the techniques being used to better understand what influences customer choice and how final decisions are really taken.

The session will cover:

· Why observational research is essential in capturing reactions to aesthetics, ergonomics and product design

· The role social media actually plays in the buying process

· Why independent websites, communities and forums are fast becoming the most influential sources – and what research can learn from them

· The do’s and don’ts – practical tips for researchers, based on experience of investigating the customer ‘journey’

Time: 18.00-19.30 followed by drinks and networking

Venue

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