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

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

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.