FM22158 Online Marketplaces Consumer Journeys

This procurement is being concluded following a mini competition under CCS Framework RM6126 Research and Insights Marketplace DPS Subject Area Business, Finance and the Economy

• Retail

Research Methods Data Collection Method (general)

• Quantitative
• Qualitative
• Mixed method (qualitative and quantitative)
• Face-to-face
• Online

Data Collection Method (qual specific)

• Cognitive interviewing / testing
• Depth interviews Evaluation and Evidence Synthesis
• Experimental / quasi-experimental impact evaluation Experiments and Trials
• Online experiments
• Quasi-experimental trials
• Trial design and implementation Research Specialisms
• Behavioural insights research
• Customer journey research Sample Design / Source
• Panel
• Purposive sampling Target participants Business and the Economy
• Consumers

The research will be a key part of OPSS' evidence on online marketplace and addresses a gap that has been identified.

By understanding the extent to which different messages impact consumers, it will help OPSS to develop the strategy on online marketplaces and consumer-focused campaigns.

The project will run across two phases. The first phase will interview consumers as they re-enact a recent purchase via an online marketplace. This qualitative phase will provide an understanding of how consumers shop using online marketplaces - what information do they look for / notice, and how aware are they of the origins of the product.

The second phase of the research will develop some of the themes from the first phase into a set of questions to test prevalence on a wider, quantitative scale. In addition to the short survey, there will be an experimental element, with the development and testing of different messages to measure any reported impact these messages have with potential consumers.