Our survey with over 250 responses reveals how people are doing product research.
We analyzed the results and discovered some interesting findings. As we posted the survey here on Reddit, it might be a bit biased towards this platform.
How people are doing product research
The amount of time we are investing in product research is mostly dependent on the price of the product we are planning to buy:
- 88% of the consumers check user reviews before making a purchase. This is a major opportunity for businesses to get their products in front of customers before they make a purchase.
- When buying a product that costs less than $100, people spend a few hours doing research.
- When buying a product that costs more than $300, people spend a few days doing research.
Where do people find new products?
There are no real surprises about where people are finding new products. Like most people, they're going to be looking to Google, friends, family, Amazon, Reddit, retail stores, and ads and social media.
- Friends-/Familiy Recommendations
- Retail stores/Online shops
- Ads and Social Media
Where do people research products?
On average, people visit five websites for product research before making a purchase.
The top websites for product research are:
- Consumer Reports
Reddit is the number one website for product research due to its tight knit communities where people discuss the many different aspects of a product or product line which then leads to the discovery of an even better product. Amazon is also on top of the list due to its vast variety of products and ability to compare prices with other retail stores. If you ever wanted to read a little more hands-on and in-depth reviews, go to Consumer Reports or Wirecutter.
What are the top things that people check before making a purchase?
With everything from appliances to clothes, there are different things to consider before making a purchase. It's important to look at user reviews, to see what other customers have to say about products. What are their opinions on a product? Is there anything they dislike about it?
These are the top things people look for before they make a purchase:
- User Reviews
- Price Comparison
- In-Depth Analysis (e.g. Wirecutter)
- Environmental Impact/Sustainability
- Repair Service/ Replacement Parts
The biggest frustrations with product research
Product research, a necessary task for purchases, should be a breeze. Unfortunately, it's not. There are many points of frustration, but these are the biggest ones:
- Fake reviews
- Sponsored content / Ads
- It takes time
- Inconsistent metrics and info across sites
- Lack of long term use information
- Availability in my country
What are your biggest frustrations with product research? What should be changed?