Case Study: Large National Home Furnishings Company gains insight into customer decision making with RR Donnelley

In-Home Research Offers Insight into Customer Decision Making

Large National Home Furnishings Company partnered with RR Donnelley to better understand how consumers research upholstered furniture and decide where to buy it. The retailer also wanted to know when its catalog influenced the research process and how shoppers used it as a research tool.

RR Donnelley’s Marketing Solutions team conducted 12 in-home ethnographic interviews across three major U.S. cities, analyzing the shopping journey from motivators to ordering behavior and catalog usage. The work produced 25 findings, buyer profiles, and shopper research pattern examples, along with actionable recommendations to improve the customer’s research experience and strengthen the role of its catalog in driving purchases.