IDIs with e-commerce managers at large online fashion and home furnishing retailers

Smartly dressed young woman shopping for fashion items online while seating in an indoor mall

A developer of merchandising software for online retailers wanted to conduct interviews with decision makers working for UK companies with a large online operation in the fashion or home furnishing categories, to understand what merchandising solutions they are currently using, what features they currently find (or would find) most valuable, and how the buying process works. The ultimate aim of the research was to help the end client understand this market better and refine its product to suit the requirements more closely. We recruited 8 respondents in this highly specialised niche for a mix of face-to-face and video depth interviews.

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