As the holiday season approached, Google wanted to add value for their advertisers by identifying consumer behaviors, purchase cycles, motivations, and triggers to understand the multi-channel purchase journey related to online holiday shopping.
We designed a multi-methodology approach:
Online Qual Community
We first engaged a national mix of participants in an online qual community to capture their mindset and process of searching for and buying holiday gifts.
Community participants were selected for in-home ethnographic interviews to share their lives and give richer context about their holiday shopping mindset and the role of online shopping.
Participants conducted ethnographic shop-alongs using Google Glass, to share their first-person perspective of the in-store holiday gift purchasing process.
As a result of analyzing key purchase journey milestones across participants, we developed holiday shopper personas, that along with the integration of video footage and community board entries into our presentation, inspired advertisers and offered understanding of the range of customers and strategies for engaging with them during their holiday shopping journey.