Advance information on consumer decisions
Information on everyday matters
Kesko was particularly interested in the processes and aspects, on whose basis consumers make purchasing decisions before they even go shopping.
The study involved 15 participants from five target groups: singles, couples without children, families, single parents and seniors. Consumers were interviewed and they kept a diary about their feelings, both positive and negative, evoked by the purchasing process. One of the study’s objectives was to find solutions to ‘annoying’ aspects of the purchasing process.
Process descriptions and new service concepts
Thanks to the project, Kesko was able to describe various purchasing processes, by consumer group. It also received suggestions for improvements and new service concepts.
The Kesko survey was conducted as part of the Helsinki Living Lab project, implemented by Forum Virium Helsinki and Art and Design City Helsinki, at the turn of the year 2007 – 2008. Project participants included Kesko, Adage, Arcada, Data Rangers and Laurea.
