Conducting Human-Centered User Research About Small Business Owners


“It was exciting to watch all of the participant responses appear in real-time on the dscout dashboard. We collected tons of quotes, videos, and images that we later used to engage many stakeholders across the organization. It helped us understand our users and their needs.”

– Joanna Vodopivec, former Senior UX Researcher

Groupon used dscout for foundational research that illuminated the way business owners think about customer loyalty.

Groupon is an online discount marketplace linking one million merchants and 49.5 million customers.

Using dscout, Groupon was able to create a flexible longitudinal Diary study focused on B2B customer loyalty—one that allowed busy small business owners to progress at their own pace, and use the phones they always had on hand.

With added flexibility leading to more completions, the study revealed challenges in the food and drink space shared across the United States, and the depth of considerations small-business owners share. Groupon leveraged the research insights and video entries from real people to engage stakeholders.

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