News

Showrooming data not yet sufficient, article claims

September 12, 2012

An article in The Sydney Morning Herald regarding the growing discussion of retail showrooming cites the problems with junk research in analyzing the trend.

Showrooming should be taken seriously, the article explains, however there is not enough reliable data available. The author writes:

Over time, the intricacies of showrooming will emerge from the darkness because we will have research based on observed human behaviour in a variety of settings.

Meanwhile, beware the junk research, which is dumped in our email inboxes every day like concrete at a building site. Consider the source of the research, the commercial motivations for conducting it, and the transparency of the methodology. Unfortunately, much of it won't pass the smell test.

Read more about consumer behavior.