Measure & Analyze / studies
It’s not just how you measure, it’s what you measure. Deciding which metrics matter most, to both marketers and their clients, is an ongoing test for marketing professionals.
Based on face-to-face interviews, this study explores the role of the internet in Polish home and garden purchases.
Main findings include:
- Online is a commonly used source throughout the process – significantly ahead of traditional media and store/manufacturer information.
- Search engines are key – used as an information source in its own right, but also the most common means of reaching an online destination.
- Online is used because it is a quick and convenient means of accessing a wide variety of different types of information.