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Ocado is a grocery delivery service that operates online in the United Kingdom. As the company looks to expand its services, it is essential to understand the needs and preferences of its customers when it comes to new developments, such as driverless deliveries. Qualitative customer-based market research can provide valuable insights into customer perceptions and preferences towards driverless deliveries and inform service development for Ocado through the use of various research methods such as interviews, focus groups and ethnographic studies.
In the case of Ocado, qualitative research can be used to gather in-depth information about customer perceptions, attitudes, and experiences with driverless deliveries. One method of qualitative research that can be used is customer interviews. Ocado can conduct one-on-one interviews with a sample of customers who have previously used the companys delivery service. These interviews can be executed in person or over the phone and are helpful for gathering detailed information about customer opinions on driverless deliveries (Petersen et al., 2022). For example, customers can be asked about their initial reactions to the idea of driverless deliveries, their concerns about the technology, and their suggestions for how the service could be improved.
Another method that can be used is focus groups. Ocado can bring together a small group of customers who have used the companys delivery service and facilitate a discussion about driverless deliveries (Sayil, Akyol and Golbasi Simsek, 2019; McCarthy and Fader, 2018). This method allows for the collection of a wide range of opinions and perspectives and can be useful in identifying common themes and patterns among customers (Strenitzerová and GaHa, 2018). Finally, Ocado can conduct ethnographic studies. These studies involve observing customers in their natural settings as they use the companys delivery service (Stocchi et al., 2021). This method allows Ocado to gather information about customer behavior and actions in a real-world context, providing a deeper understanding of how customers interact with the service.
Overall, qualitative customer-based market research can provide Ocado with valuable insights into customer perceptions and preferences when it comes to driverless deliveries. By using a variety of research methods, such as interviews, focus groups, and ethnographic studies, the company can gather a wide range of information that can be used to inform service development and improve the customer experience.
Reference List
McCarthy, D. M., & Fader, P. S. (2018) Customer-based corporate valuation for publicly traded noncontractual firms, Journal of Marketing Research, 55(5), pp. 617-635.
Petersen, J. A., Paulich, B. J., Khodakarami, F., Spyropoulou, S., & Kumar, V. (2022) Customer-based execution strategy in a global digital economy, International Journal of Research in Marketing, 39(2), pp. 566-582.
Strenitzerová, M., & GaHa, J. (2018) Customer satisfaction and loyalty as a part of customer-based corporate sustainability in the sector of mobile communications services, Sustainability, 10(5), p. 1657.
Sayil, E. M., Akyol, A., & Golbasi Simsek, G. (2019) An integrative approach to relationship marketing, customer value, and customer outcomes in the retail banking industry: a customer-based perspective from Turkey, The Service Industries Journal, 39(5-6), pp. 420-461.
Stocchi, L. et al. (2021) Customer-based brand equity for branded apps: A simple research framework, Journal of Marketing Communications, 27(5), pp. 534-563.
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