Online Market Segmentation – Experimental Consumer Research and Economic Valuation – August 2018

Client: ec-dg-justice-consumers
Published: September, 2018
Document type: Report 
Tagged: behavioural and experimental e-commerce economic valuation mystery shopping qualitative analysis quantitative analysis EC/EEA

The European Commission commissioned LE Europe, Deloitte and Ipsos to study online personalised pricing and offers and targeted advertising. The study used desk research, stakeholder consultations, mystery shopping, a consumer survey and a behavioural experiment to understand how e-commerce websites use consumers’ personal information, and consumers’ attitudes and behaviour when faced with personalisation online. The study found evidence that e-commerce websites use consumers’ information to personalise offers, and that consumers may be more likely to buy personalised products when e-commerce websites target both advertising and offers to them.