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Researchers from Leo Burnett are compiling information from more than 3,000 online interviews with consumers about their holiday shopping experiences.
The agency hopes the interviews will provide insight beyond the functional benefits of e-commerce, said Mary Juravic, vice president and director of research services at Burnett.
“What builds loyalty to a brand is not just the functional benefits,” she said. “Emotional connection is a key player.”
One of the findings was that people who shopped online felt more free and adventurous than those who went to brick-and-mortar stores, Juravic said. Though the study was initiated by the agency, the information should be of interest to clients like Toys ‘R’ Us, for which Burnett handles both the brick-and-mortar and online accounts, she said. “We think it’s very important for our clients,” she said.
–Aaron Baar