Understanding the Holiday Shopping Journey CHALLENGE As the holiday season approached, Google wanted to add value for their advertisers by identifying consumer behaviors, purchase cycles, motivations, and triggers to understand the multi-channel purchase journey related to online holiday shopping. APPROACH We designed a multi-methodology approach: Online Qual Community SachsWe first engaged a national mix of participants in an online qual community to capture their mindset and process of searching for and buying holiday gifts. In-Home Ethnographies Community participants were selected for in-home ethnographic interviews to share their lives and give richer context about their holiday shopping mindset and the role of online shopping.In-Store Glass Shop-alongs Participants conducted ethn

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