Parental Shopping Behavior Study

Purpose of Study

Analyzing Parental Shopping Behaviors to Inform Consumer Insights.

During this case study in consumer insights, I examined parental shopping behaviors. Convenience plays a major role in why 56% of parents predominantly shop online for their kids. It is also a key factor in how family matching tools can be useful to parents during the busy holiday season.

Generative Interview
Moderated 50 min conversations with 10 participants.
Saturation reached at 7
Demographics: Parents of kids aged 1-16 years

Goal
To Understand parental behaviors when shopping online. Test plan was designed to lead participants into a discussion on family matching practices & preferences. Discovery was meant to uncover needs & expectations, if any, that can be met with Family Matching products by The North Face NORA.

 

Unmoderated Survey
100 participants
Demographics: Parents of kids aged 1-16 years

Goal
Seeking quant data to support previous findings, we asked similar questions in multiple choice format, plus additional questions to a larger segmentation.

 

 

 

 

Parental Shopping Habits

Do parents browse & purchase the same product for multiple family members?
Is it planned? Is it impulse?

 

 

Browsing vs. Buying

Main Influencers

 

 

Shopping Behaviors

 

Family Matching

How often would parents use something like this? What are the reasons?

Memory Cues and Visual Stimuli in Parental Purchasing Behavior

Will this help bring awareness to the kids line?

 

Psychological Drivers of Seasonal Purchasing Behavior in Parents

 

 

Summary of Key Findings

 

Proposed Solution

Option 1

Option 2

 

Header illustration taken from Vecteezy.com.