Design | E&C Digital Shopping Experience for Dog Food via Amazon

13m

Setup

Study Title (Internal)

Research Briefing

This qualitative study for explores the digital journey of dog owners purchasing dog food on Amazon across Germany and the UK. The focus is on understanding the real-time decision-making process, mapping the actual Amazon shopping experience (via screen sharing, from entry to checkout), and understanding the role and influence of AI and digital tools in dog ownership and purchase behavior. Outcomes will inform brand, digital marketing, and e-commerce optimizations for a leading pet food brand, with special attention to consumer needs, channel pain points, comparison/brand switching moments, and opportunities for improvement in the Amazon purchase flow. The study targets dog owners with experience purchasing pet food online.

Participant languages

Reporting language

Project

Analysis

Video Analysis

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Built-in Reporting

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Note: thematic analysis and personas are always generated.

Participant welcome page

Translations

Title for participants

Introduction for participants

Welcome! Thank you for joining our study about your experiences buying dog food online. We're especially interested in how you shop for dog food online, what influences your decisions, which brands you prefer, and the digital tools or assistance you use along the way. The interview will also explore how you experience the Amazon website from the moment you start searching to checkout. There are no right or wrong answers—we just want your honest perspective as a dog owner. Your feedback will help a leading dog food brand improve the online shopping experience for pet parents like you. This conversation should take about 15 minutes. Thank you for participating!

Welcome page media for participants

Drag an image or videoImages under 10 MB, videos under 25 MB

Show organization logo on welcome page

Consent form

Forms participants accept before the interview

Custom Terms and Conditions

By continuing, I accept the Privacy Policy and Terms and Conditions. Additionally, I explicitly consent to Conveo using my responses (including video recordings) for marketing and promotional purposes (e.g. social media, website, or other channels). If there is any inconsistency with the linked documents, this consent regarding marketing use prevails.

Accepted

Topic guide

Introduction

Research Objective 1

Title

Description

Research Objective 2

Title

Description

Research Objective Stimulus

Amazon Website

https://www.amazon.com

Let’s do a screen sharing exercise! Please use the link below to go to the Amazon website and show us how you would normally shop for dog food. As you browse and navigate through the site, please talk us through your thinking every step of the way, from searching to adding to your basket. Don't worry, you don't need to actually checkout, we just want to see what you would choose and how you would get there. Don't forget to click the record response button before you switch tabs and come back to the interview when you're done!

Research Objective 3

Title

Description

Q10

Epilogue

Q11