TrendSource Publishes Same-Day Black Friday Customer Insights Report at Three Top Retailers

Market research and strategic consulting company, TrendSource, sent out three researchers to mystery shop Black Friday 2013, while simultaneously using its mobile app, wINput, to gather data from app users across the country about the customer experience at three top holiday shopping retail locations.

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Mystery Shopping, Market Research & Data Analysis

Mystery Shopping, Market Research & Data Analysis

San Diego, Calif. (PRWEB) December 06, 2013

This year, TrendSource conducted its first-ever Black Friday same-day mystery shopping study. The market research company sent out three of its own employees to “mystery shop” three top locations, while simultaneously gathering data from its consumer survey app, wINput, in the form of three location-based surveys.

wINputters across the nation pulled out their smartphones last Thursday and Friday to share their Black Friday (and Thanksgiving night) shopping experiences at three retailers cited as top holiday shopping destinations this season: Best Buy, Kohl’s and Walmart. TrendSource selected these three retailers based on data collected in their 2013 Pre-Holiday Consumer Buying Intentions Study (study results available here: http://info.trendsource.com/2013Pre-HolidayStudyDownload.html). Best Buy, Kohl’s and Walmart ranked in the top five shopping destinations for consumer buying intentions (Amazon and Target rounded out the list, with Amazon coming in first place).

TrendSource used these results to create Black Friday “Scorecards” for each retailer and to showcase how these top three retailers measured up to the shopping experiences of our personal researchers. The scorecards can be found in this blog post, “Stop the Madness! Black Friday wINput Surveys Report,” here: http://blog.trendsource.com/2013/12/05/stop-madness-black-friday-winput-surveys-report/.

Walmart solidified its place as a top Black Friday shopping destination, receiving the most survey responses of the three retailers. Despite it being the busiest shopping day of the year, 41% of wINput respondents cited being helped by employees.

At Best Buy, overall, wINputters agreed with the TrendSource researcher: shopping at Best Buy on Black Friday was an overall positive experience.

Kohl’s wasn’t as popular a Black Friday destination as Best Buy and Walmart, according to wINputters, the retailer did have an 80% positive scorecard for Black Friday, which was the highest of the three retailers.

About This Study
TrendSource surveyed U.S. wINput users between November 28th and November 29th, 2013. Results represent a total of 30 respondents (response rates differ by retailer). All respondents opted in to respond voluntarily.

About TrendSource
TrendSource provides business intelligence, customer experience insight, compliance solutions, and other market research and data analysis programs that deliver measurable ROI. With over twenty years of experience, TrendSource’s customized solutions deliver high quality Customer Experience Management Programs that quantify service gaps, provide prescriptive/corrective solutions, identify trends, and provide actionable solutions through enhanced reporting and analysis.    

TrendSource has the unique distinction as a market research organization that is an ISO 9001:2013 certified company.

For more information about this study or TrendSource’s services email: TrustedInsight(at)trendsource(dot)com.


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