GutCheck Consumer Journey Exploration is a research report that aims to understand consumer shopping habits for electronic products, such as smartphones, tablets, wearables, and smart TVs. The report is based on a survey of US adults aged 18-65, evenly split between men and women, who have purchased at least one of the target technologies in the past six months. The research objectives are to qualitatively explore pre-shopping journey, uncover shopping behaviors and decision-making criteria, understand opportunities for improvement to the shopping journey, and quantitatively understand usage and shopping behaviors across categories, identify important features, benefits, and purchase considerations, and quantify overall satisfaction with shopping experiences and understand areas to improve. The report is based on both qualitative and quantitative research methodologies.
