Case Study Overview
When eBay wanted to understand their top buyers we conducted ethnographic research - spending time in the customer's homes to get to know them and their behaviours.
They showed us around their accounts on eBay, talked through what they buy and how, and even gave us tours of their houses, pointing out items they’d bought on eBay.
- We were able to paint eBay a vivid picture of these customers and uncover the ways in which eBay could move customer disappointment to satisfaction and delight.
- The research was boiled down to a number of practical recommendations. For example: for higher value items allow a seller to add more free photographs. Why? Because inspection of detail is important to top buyers.