Case studies Electronics
What matters when people shop for headphones
A three-day online forum, including a documented store visit, examined headphone needs, touchpoints, and brand choice.
- Purchase Journey Research
- Qualitative
- Consumer
The objective
The brief covered what starts a headphone search, how intended use shapes it, which benefits matter, and what happens online and in store before choice.
The research design
A three-day asynchronous forum recruited recent and intended buyers with access to a specified retailer. Participants visited the store and documented it with photos or short videos.
The outcome
The report set out seven findings on brand preference, category involvement, and shopping, each with an implication and recommendation.
For methods and deliverables, see Russell's Purchase Journey Research page.
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