Whenever the information from static surveys turns out to be redundant or outdated, research teams resort to Ad-hoc market research. It is a process of using ad-hoc reporting to identify trends and patterns in data. This analysis enables companies to unearth insights quickly and flexibly. 

What’s different about Ad-hoc market research is that it does not need a complex, net-new data pipeline to be built or detailed reports to be generated. While most market research services help companies understand what’s happening, ad hoc surveys help them take a deep dive to answer why something specific is happening. It can be conducted anytime with little time, resources, and workforce. The dynamic nature of the analysis helps answer questions such as what KPIs are performing well as the sales increase or why the customer satisfaction score is declining. 

One of the sectors where Ad hoc market research is the perfect solution is the e-commerce industry. These surveys are indispensable and offer real-time feedback in the fast-moving e-commerce industry. The primary advantage of Ad hoc analysis is the ability to gather immediate feedback from customers on various aspects of the online shopping experience. To assess product satisfaction or evaluate website usability, ad hoc surveys provide valuable insights that help e-commerce platforms optimize their offerings and enhance customer satisfaction.

Examples of Ad Hoc Surveys in E-commerce 

Product Feedback 

Understanding the customer perception of a product throughout its lifecycle is critical for a company’s growth. E-commerce businesses use ad hoc analysis to get a clearer view of product performance at all stages, from development to market launch. This may include inquiries about specific features, functionality, ease of use, and overall satisfaction. This information allows them to make the necessary adjustments or improvements to enhance customer experience and product performance. 

Website Usability 

Whenever a design or an additional feature is added to the website, e-commerce companies use Ad hoc surveys to measure the effectiveness and usability of the changes. As websites are digital stores for e-commerce businesses, Ad hoc surveys play a vital role in understanding if navigation, page layout, search functionality, and overall user experience are targeted correctly. These businesses can identify any pain points or areas of confusion for their customers. The feedback from these surveys helps refine the website design and functionality to improve user engagement and drive conversions. 

Checkout Process 

One way e-commerce businesses can understand customer sentiments during checkout is through ad hoc surveys. Companies can test factors such as the ease of completion, breakdown of pricing and shipping information, and more with Ad hoc market research to check for gaps or barriers that may lead to cart abandonment. With access to insights like these, companies can make the checkout process seamless and reduce friction. 

Promotional Offers: 

E-commerce companies provide promotional offers that are well-thought-out and researched campaigns that appeal to their target audiences. These promotional offers sway a shopper’s mind to buy the products and are designed to do just that. E-commerce companies use the power of ad hoc surveys to gauge customer interest, measure the effectiveness of promotional offers, and identify avenues that need optimization. This data-backed approach, paired with a quick ad hoc analysis, helps companies tailor their promotional offers to align them with the needs of their customers, thereby increasing the ROI.

Why are Ad Hoc Surveys Important for E-commerce? 

Ad hoc analysis is a significant tool in the e-commerce industry as it offers immediate insights into customers’ brains. Unlike traditional market research services, ad hoc surveys are flexible, do not require much time and setup, and can be applied to all cases. The key reasons why ad hoc surveys are crucial for e-commerce success: 

Informed Decision-Making 

Ad hoc surveys help businesses collect the latest, updated information on many KPIs. This data empowers the e-commerce business to make the right decisions, enhance customer satisfaction, and optimize overall offerings. 

Agility and Responsiveness 

All e-commerce businesses must be agile and responsive to the changing market trends. As a business that constantly needs to be updated on what customers prefer, ad hoc surveys are the best option for gathering real-time feedback, identifying emerging trends, anticipating demand, and adjusting strategy accordingly. 

Improve Customer Experience (CX) 

Understanding customers’ shopping journeys can help companies build seamless customer experiences. However, the insight that powers these decisions must be up-to-date and accurate. A direct way to collect these insights is by conducting an ad hoc analysis. It enables the brand to gather customer feedback, pain points, areas of improvement, and what elements customers find helpful in the webpage or the app. With information about their needs, frustrations, and preferences, companies can make decisions to enhance customer satisfaction. 

Test New Features and Designs 

E-commerce platforms must constantly evolve to keep up with the changing customer preferences and market demands. Ad hoc surveys can play an essential role in this update process. It has the potential to provide insights about the design, layout, elements on the webpage, and content before it is rolled out. Information on these aspects can be gathered by conducting Ad hoc surveys amongst a subset of customers. This approach gives freedom for an iterative approach and minimizes the risk of changes negatively affecting the user experience. 

Measure Campaign Effectiveness 

E-commerce companies can use ad hoc surveys to measure the effectiveness of marketing campaigns, promotions, and product launches. Information on impact, reach, and customer perception can be collected by surveying customers interacting with the company, campaigns, and products. This information can help companies in the future when building new products or allocating new resources. 

Customer Loyalty and Retention 

Actively seeking customer feedback through ad hoc surveys demonstrates a commitment to improving their experiences. This fosters stronger relationships with customers, leading to higher levels of satisfaction, increased brand loyalty, and, ultimately, repeat business and referrals. 

Why Are Market Research Companies Invaluable Assets For E-Commerce?  

Market research companies can be an invaluable resource for E-commerce businesses as they offer a powerful combination of expertise, objectivity, and access to advanced resources. These firms provide unbiased insights and customized methodologies to collect and analyze data that can benefit the business. 

Outsourcing market research to these companies is often cost-effective, scalable, and adaptable. E-commerce businesses get the flexibility they need while working on ad hoc surveys with market research firms. Moreover, these firms also provide specialized expertise in consumer behavior, brand perception, and product development. 

Borderless Access offers a comprehensive suite of tools that enable our clients to expand the reach of their research while getting insights about all their KPIs. This is particularly crucial in the global e-commerce arena, where understanding varying consumer behaviors and preferences is essential for success. We embrace a philosophy of authenticity and innovation, tailoring our approach to address our client’s unique challenges and opportunities. Whether it’s market entry or expansion, product enhancement, competitive intelligence, consumer behavior, or niche market explorations, our ad hoc surveys and analyses are meticulously crafted to uncover actionable insights and offer strategic recommendations.