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This ARF Arrowhead project is focused on increasing cross-industry understanding of how and when consumers use digital/social media at various points in the purchase decision process.
The project aims to answer: What ideas do people get from digital/social media when making a purchase? At what point during the purchase process do people turn to digital/social media for guidance? Do people turn to digital/social media to get insights on the post-purchase experience? How has digital/social media changed the traditional purchase funnel? Emotions linked to digital/social media and last-minute purchase influencers are also explored.
The project will include a multi-method research design approach using both quantitative and qualitative methodologies. Quantitative methods will include traditional survey based research, concentrating on consumers’ most recent purchase, and an exploratory web-listening approach.
The project will focus on three categories that differ in the length of time consumers invest in the purchase process: Consumer Packaged Goods (short-term), Smart Phones (mid-term), and Automotive (long-term).
The findings and implications of the study will be presented at the ARF’s Re:think conference in March 2012, and will be available to all ARF members through a series of presentations, publications, and white papers.
Note: Direct access to the raw data produced in this research will only be available to project sponsors.
Please contact Todd Powers to learn more about how you can get involved!