Jul 21, 2016
client case, coffee, gamified mobile design, our work
Consumer behavior is triggered by the context or occasion one is in as well as by one’s mood, habits and emotions. Correspondingly, purchase decisions are influenced by both the external and the internal factors of the context consumers are in. Yet we keep on conducting survey research without taking these context elements into account. The majority of survey research projects are filled out by participants who are supposedly sitting at their computer, but we are missing out on any information on their contextual background.
If context has such an impact on our decisions, why do we not take it into account when measuring concept performance? Together with Jacobs Douwe Egberts (JDE), a multinational tea and coffee company, we tested a new mobile survey approach to test the impact of context in concept validation research.