Shop Along Study: Shadowing the International Shopper
The Situation
A large electronics manufacturer wanted to enter the South American market. The executive team wanted to understand the expectations of potential customers in this new market due to cultural, language and shopping behavior differences. How should this product be design to increase adoption and frequent use?
The Solution
Key Lime Interactive conducted a shop along study in two major cities in South America. A total of 40 participants were recruited for the project. Twenty per city with a mix of different income and education levels. Participant were recruited beforehand by a 3rd party local recruiting firm. We asked participants to shop for 1 of 2 products that this manufacturer was considering introducing into to the given large electronics retailer. We carefully observed and evaluated while they shopped in their most natural environment. We gathered data on type of transactions, payment methods, terminology used and general shopping behavior.
The Outcome
The following insights from the shop along study lead the design team to complete the user requirements and create their go-to-market strategy and packaging design:
- – Product packaging / Messaging must be targeted by other factors different from US
- – Take into consideration co-purchasing behavior / Family buys not individual
- – Credit cards installment plans for Bancomer holders / Target incentives for Bancomer