Question 1

When should e-commerce insights be integrated with offline shopper studies?

Accepted Answer

You should integrate e-commerce insights with offline shopper studies as soon as you suspect that online and in-store behaviors are influencing each other in the customer journey. For instance, if shoppers often research online but purchase in a physical store (or vice versa), combining findings will show how digital touchpoints drive store decisions and how in-store experiences feed back into online reviews or repeat purchases. Merging the data is also critical when evaluating marketing or merchandising changes: an online promotion might be boosting store foot traffic, so only an integrated analysis would catch the full impact. In short, whenever a question arises that can't be fully answered by looking at e-commerce or brick-and-mortar data in isolation, that's the time to bring the two together to get holistic insights.

Question 2

How should we capture total cost, not price, in choice tasks?

Accepted Answer

In choice-based exercises, present the total cost of each option--not just the sticker price--to ensure respondents weigh realistic trade-offs. This means incorporating all relevant expenses into the choice scenario, such as maintenance, subscription fees, or usage costs over time, rather than a single upfront price. For example, if comparing service plans, you might display the full annual cost of each plan (monthly fee times twelve, plus any extras) so participants consider what they'll actually spend. Emphasizing cumulative cost avoids a common pitfall: options that look cheap initially but end up more expensive in the long run. By capturing total cost of ownership in the task design, you get more accurate insights into true price sensitivity and value perceptions.

Question 3

When is it smarter to use case studies instead of surveys for niche B2B?

Accepted Answer

For very specialized B2B (business-to-business) audiences, it often makes more sense to conduct in-depth case studies instead of broad surveys, especially when potential respondents are few or hard to reach. In niche industries, a survey might yield too few responses for reliable statistics, but examining a handful of representative companies or scenarios in detail can uncover rich insights. Through case studies, researchers can explore the context behind decisions, challenges, and outcomes — learning not just what happened, but why — which a simple questionnaire can't fully capture with a tiny sample. For example, rather than surveying 20 niche tech firms with a generic form, it may be smarter to dive deep into 3 or 4 of them, mapping out their unique experiences. That qualitative depth yields practical learnings that help guide strategy in similar niche contexts, something a skimpy survey might not deliver.

Question 4

What cultural differences complicate change programs across countries?

Accepted Answer

Cultural differences can significantly complicate corporate change programs when rolling them out globally, because management styles and employee expectations vary by country. For example, a change initiative that encourages open feedback might flourish in a low power-distance culture but stall in a high power-distance one where employees are reluctant to question leadership openly. Communication norms differ too: direct, candid messaging might be valued in one culture and seen as rude or alarming in another that prefers a more indirect approach. Even attitudes toward uncertainty and risk (part of national culture) affect how people respond to new initiatives--some may embrace innovation, while others fear it. Successful international change programs recognize these differences and adapt their approach for each culture, often involving local leaders to interpret and tailor the message and methods, avoiding a one-size-fits-all rollout that could backfire.

Question 5

When is a virtual shelf test preferable to an in-store pilot?

Accepted Answer

A virtual shelf test is preferable to an in-store pilot when you need to test quickly, cost-effectively, or in an early concept phase without the logistics of a physical store setup. In a virtual shelf simulation, you can expose consumers to different packaging, pricing, or shelf layouts digitally and get feedback within days. This approach makes sense before a real store trial because you can iterate through multiple concepts fast and identify the most promising ones. It's also useful if an in-store test is impractical — say, due to timing (avoiding key retail seasons) or not wanting to tip off competitors. By using virtual testing to narrow options and gather initial consumer reactions, you save time and money and only move the best concepts to an in-store pilot for final validation.

Gabay Research Philippines Inc.

Why choose Us

What is Gabay Research Philippines Inc.?

Services and Expertise

Market Research FAQs with Expert Insights

When should e-commerce insights be integrated with offline shopper studies?

How should we capture total cost, not price, in choice tasks?

When is it smarter to use case studies instead of surveys for niche B2B?

What cultural differences complicate change programs across countries?

When is a virtual shelf test preferable to an in-store pilot?