Open Research Studies, which start users on a blank webpage and give them freedom to take any route from there, reveal patterns in online behavior that can define new opportunities for an organization and inspire improvements to the customer experience.

To exemplify just how beneficial this type of research can be, UserZoom conducted an open research study to understand how consumers research and purchase smartphones when it’s time to upgrade.

In this open research study, discover:

• What factors drive a purchase decision?
  
• What features and functionality are important to them?
  
• How does the Internet aid in making these decisions?
  
• What types of sites do they visit?
  
• From which site do they prefer to purchase a smartphone?