Question 1

Do high SUS scores always predict strong long-term retention?

Accepted Answer

High System Usability Scale (SUS) scores are a positive sign of an easy-to-use product, but they don't guarantee long-term user retention. A highly usable app could still struggle to retain users if it lacks compelling content or ongoing value beyond the initial ease of use. Retention often hinges on factors like the product's relevance to user needs, fresh features, and engagement strategies; an interface might score well on usability surveys, yet if users don't find long-term benefit or interest, they will drift away. For example, many novelty apps launch with great usability and receive high SUS ratings initially, but months later usage drops because the core offering wasn't strong enough. In short, usability is crucial, but sustaining user loyalty also requires continuous value delivery, evolving features, and understanding deeper user motivations.

Question 2

What sample is adequate for stable elasticity at the segment level?

Accepted Answer

Stable elasticity estimates at the segment level require a relatively large sample per segment — often a few hundred data points or respondents — so the metric doesn't swing with minor additions. In practice, researchers perform a power analysis to determine the sample size needed for each segment to achieve statistically reliable elasticity (like price or demand elasticity). As a rule of thumb, if you see the elasticity figure change dramatically when new data comes in, the sample is still too small. Only once each segment has enough observations that the elasticity settles (with tight confidence intervals) can you deem the sample size adequate for stable, decision-grade insights. As a ballpark, a few hundred observations per segment (or more) are often needed; for instance, a segment may require 300+ survey responses or extensive sales data before its calculated elasticity stops fluctuating and becomes trustworthy.

Question 3

Does longer time spent in-store always signal greater engagement?

Accepted Answer

Not necessarily — spending more time in-store doesn't automatically equate to greater engagement. Extra time can be positive (browsing multiple aisles, trying demos, asking questions) or negative (searching for a product due to poor signage, waiting in a long checkout line). For example, a shopper lingering by choice to compare options is likely engaged, but one stuck waiting for assistance is experiencing frustration, not delight. Context and companion metrics matter: if longer visits coincide with higher conversion rates or interaction with displays, that suggests genuine engagement. But if baskets stay empty or complaints rise with longer store time, the time is reflecting friction. In short, more time in a store is only a good sign when it's spent meaningfully — otherwise it may signal issues rather than enthusiasm.

Question 4

How are health trends affecting consumer attitudes toward packaged goods?

Accepted Answer

Health and wellness trends are making consumers more scrutinizing of packaged goods, favoring products they see as natural, nutritious, and aligned with their wellbeing goals. Shoppers increasingly read labels for things like sugar content, artificial additives, and sourcing, often avoiding products with too many chemical-sounding ingredients. Popular lifestyle trends such as plant-based diets, low-carb or keto plans, and functional foods (e.g., probiotics for gut health) are shifting demand toward alternative ingredients and fortification. For example, a consumer might choose a snack bar with organic ingredients and added protein over a traditional candy bar, even if the latter is a longtime favorite. This heightened health awareness means packaged goods brands must reformulate or clearly communicate benefits — simply relying on convenience or legacy brand loyalty isn't enough as more consumers shun items seen as overly processed or unhealthy.

Question 5

How can path-to-purchase research address gaps in measuring online-to-offline?

Accepted Answer

Path-to-purchase research can fill the online-to-offline measurement gap by linking consumers' digital interactions to their in-store actions through smarter data integration and tracking. One approach is to use unique identifiers across channels: for instance, a loyalty account or coupon code can tie a customer's online behavior (like clicking an ad or reading a review) to their eventual store purchase. Mobile location data also helps; if a shopper who saw a promotion online later visits a physical store, geolocation analytics can flag that journey. Surveys and diaries play a role too — asking customers what online resources influenced their store visit can provide qualitative confirmation of the digital-to-physical path. Advanced attribution models now combine e-commerce clickstream data with point-of-sale records to estimate how online ads or social media engagements drive offline sales. By employing these methods, path-to-purchase research creates a more complete picture of the customer journey, ensuring that the effect of online touchpoints on brick-and-mortar outcomes isn't missed.

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Market Research FAQs with Expert Insights

Do high SUS scores always predict strong long-term retention?

What sample is adequate for stable elasticity at the segment level?

Does longer time spent in-store always signal greater engagement?

How are health trends affecting consumer attitudes toward packaged goods?

How can path-to-purchase research address gaps in measuring online-to-offline?