Qualitative research for insights on post-purchase inspiration

The app design team focused on the post-shopping part of the app needed to detect unmet needs around the closet of customers in their daily lives: how they think about their looks, how they combine their older clothes or basics with clothes they buy, what uses they give to clothes, how and where they get inspired, etc. In order to offer a space in the app that could help them when dressing and thinking about their looks.

Qualitative research using the online research and recruitment tool Dscout, where all the content for the research is generated and moderated in the same tool. The methodology used was as follows:

Exploratory activities through Dscout online platform. Country UK, sample of 16 participants.

Duration of the mission: 3 days, where each day the participants have an activity with different questions, both open and images and video.

We managed to detect unmet needs regarding the use of the closet of the participants in their daily life. We validated certain hypotheses of the team related to the versatility of garments and post-purchase inspiration.

In online research platforms, continuous moderation with participants is key to obtain quality insights. Doing the research on an online platform, although at first it may seem less effective than doing it in person, is just as rich or even richer when it comes to extracting data for analysis. Users have the freedom to respond when they want and in a more relaxed way without anyone in front of them watching them, which makes them more natural and sincere in their answers.