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Good website navigation is a basic requirement for any website. In the 2016 study about online shopping from Big Commerce asked about what factors influence shoppers to buy online.

Not surprisingly, the first one was price (87%). After price, the other 6 factors influencing purchase decisions are related to different aspects of the service or the product/brand:

Shipping cost (87%)Product variety (71%)Discount offers (71%)Trustworthy reviews (68%)Return policy (68%)Brand reputation (67%)

Navigation Experience

Once these key aspects of the service are considered,…

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The alignment between business goals and the market research approach is critical for actionable market research.

For entrepreneurs who are considering investing part of their marketing budget in market research, this is my advice: Think very carefully about how you plan to use the research results in your business decision making.

Have A Clear Idea of Why You Do The Research

Although this should be obvious, I meet many business owners interested in doing market research but with a vague idea of how to use the resulting data.

Then, when they can’t mak…

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There is no such thing as faster, cheaper, and better market research. It is an illusion, and it is dangerous.
 

However, it is the reasoning behind bringing all research inside a company with a team of one researcher and no help from outside research vendors.
 

Faster, cheaper, and better is also the ultimate sales pitch for new technologies and tools entering the market research industry.
 
Cheaper & Better Insights?
 

Bringing Research Inside

Cost saving is often the most significant driver behind companies’ decision to bring all market…

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Rebranding mistakes are easy to make. This cartoon of Tom Fishburne about rebranding brought me memories of my time as Director of Research for Blockbuster Online when we launched a service called Blockbuster Total Access.
 
This service not only allowed you to rent movies online but also you could exchange online rentals for new movies at the store. The cool part was that you had movies to watch while waiting for new movies to arrive by mail.
 
Understand You are Not The User
 
As part of the launch, we decided to redesign the envelope used to send movies by…

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