Issue link: https://nebusinessmedia.uberflip.com/i/482881
Q U A L I TAT I V E R E S E A R C H C O N S U LTA N T S A S S O C I AT I O N 33 Background In the spring of 2014, eBay introduced in-store pickup (ISPU) as a delivery option for certain retailers who sold on eBay.com. Consumers would make a pur- chase on the eBay site, select a local store for pick up, and then visit that store later that day to collect their items. To gain insight into what ISPU could be, we decided to seek a deeper understanding of real-life ISPU experiences. What were the contexts in which people were using ISPU? What were they hoping to gain and in what ways were these hopes fulfilled or disappointed? We could only obtain answers by talking to real consumers. Collecting stories We conducted in-depth, one-on-one interviews with consumers who had recently used in-store pickup. Using a journey line template (with a horizontal timeline and a vertical line representing an emotional continuum), interviewees recounted their ISPU experiences from start to end and indicated how happy or unhappy they were at each step (see dia- gram below). The open-ended nature of the interviews encouraged interviewees to share what was significant to them, rather than imposing a predefined framework. Understanding real-life situ- ations, such as rushing to find a last- R eal-life stories are perhaps a qualitative researcher's best friend. They foster empathy, reframe problems, and inspire action. In this case study, we share how we used the journey line technique during a two-part research and brainstorm project to put stories at the center of understanding customers and designing a better future for them. Find and buy gift online Fast pickup at customer service desk Go into aisles to find a gift bag Put gift in bag Long wait to pay for gift bag Give gift to friend In-store pickup for last-minute birthday gift "The journey lines also enabled the team to effectively disseminate the stories internally."