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Wayfair: Case Study of Survey Data Utility

Sharing below an example of a time our survey data added value for clients. For the purposes of this post, we are highlighting data/takeaways we highlighted one year ago when Wayfair was at all-time highs and show charts/KPIs that were helpful based on feedback we’ve received.

Survey Data From Report One Year Ago: April 2021

One year ago, consumers were suggesting that furniture would be one of the areas in which Covid behaviors would eventually swing back to look closer to pre-Covid dynamics (online vs. in-store furniture).

Home-related category spending got a boost from Covid (Wayfair and Overstock customers, in particular, reported this to us one year ago).

But as early as April of 2021, some of the customer sentiment and look-forward KPIs that we track started to soften.

Amazon/Wayfair identical item cross-shopping was increasing, with sentiment shifting toward Amazon.

And from our identical item pricing analysis work (not survey work, this is from our work in which we visually match and manually record pricing across 100+ identical items on both platforms each quarter) – Wayfair lost some of the pricing benefit it had gained in September 2020 (at the height of Amazon’s shipping issues, in which they seemed to back off on pricing competitiveness during that quarter).

Social Media Privacy Opt-Outs and FB Sentiment – Feedback From Users

Below is an excerpt of charts from our longitudinal consumer survey work on social media apps last quarter, focusing on issues that have recently been in focus like privacy opt-outs and consumer sentiment toward the FB brand.

In our upcoming wave (33rd quarterly installment), it will be interesting to see how both privacy feedback and brand sentiment evolves with the history (below) from prior surveys as a backdrop.

If you are a client, log-in to download the full report from last quarter. If you are not a client and are interested in becoming more familiar with our work, please let us know ([email protected]).

Our work this quarter will further dive into how consumers are behaving relative to the summer months and how this varies across key social media platforms. Moreover, we will look into consumer perceptions of Facebook and its leaders (and how those have evolved over time), the metaverse, and new features on competing social media platforms.

Please let us know if you would like to learn more or if you want to be updated once we refresh our work on the above topics.

Upcoming Content Expectations: Streaming Video

If you are a client, log-in to the research reportal to download our most recent streaming video reports.


Despite increased competition and the loss of some key titles (like “The Office”) in recent years, consumers are still most interested in Netflix’s upcoming content.

Survey Question:

What are your expectations for the upcoming content that will be on each of these platforms?

Upcoming Quarterly Survey Read Ahead of Earnings:

We are launching the 34th volume of our quarterly streaming video survey work in the US and India today with results to follow next week. We will have updated feedback on engagement, sentiment, pricing power, originals, content, interest in video games from Netflix, account sharing, interest in ad supported tiers, competitive dynamics and cross-over between user bases, Covid, and impacts from the return of the NFL season.

If you are not a client and are interested in this upcoming research, contact us for samples or a trial.

Online Dating – Sentiment Improving

Sentiment toward online dating platforms has improved since the start of the pandemic. When we first started asking about it one year ago sentiment was net-negative. The data has flipped positive over the course of 12 months with significant improvements since the start of the year when vaccines started to become available.

Noteworthy Wayfair Trends | Primary Research

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Key Points:

Cross-Shopping Is Increasing, and Customers Think Wayfair Is More Expensive

  1. From our identical item pricing analysis work – we have found that Amazon is cheaper than Wayfair on identical items most of the time. The data shifted a bit in September of 2020 at the height of Amazon’s shipping difficulties, but has since returned to typical readings from our data collection.

2. From our survey, Wayfair shoppers are increasingly cross-shopping Amazon before making their purchases.

3. Also from our survey, Wayfair cross-shoppers actually pretty accurate in their assessment of whether Amazon or Wayfair is cheaper.

Furniture Shopping In-Stores vs. Online and Covid: In-Store Expected To Make a Comeback

4. Furniture shopping is an area in which consumers appear poised to return to pre-Covid preferences (online vs. in-stores). Some examples of areas that figure to hold onto Covid gains include food delivery, streaming video, video games, online grocery. Another area where consumers expect their behavior to eventually regress to pre-covid levels: video calls.

Charts: From Our Identical Item Pricing Analysis:

Charts: From Our Quarterly Survey of Wayfair Customers:

PTON and PLNT – Consumer Feedback

Each quarter, we run a survey to track trends related to PTON and PLNT. Below are a selection of charts from our report this quarter on thesis related issues for both PTON and PLNT.

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(SE) Free Fire, On Fire

Data Source: 1,000+ US Video Gamers

Key Takeaways:
1. Free Fire gamers are highly likely to expect to still be playing the game one year from now. Of the games tested in our survey, Free Fire gamers are among the most likely to think they’ll be playing the game one year from now.
2. Free Fire gamers are also among the most likely to show interest in a metaverse like game that combines gaming with social media components.

Next Step: Tap Into Our Primary Research

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