To understand how online shoppers perceive, interact with, and trust product reviews — and identify pain points caused by fake or manipulated reviews.
| Criteria | Details |
|---|---|
| Age Range | 18–45 years |
| Shopping Frequency | Shops online at least 2–3 times per month |
| Platforms Used | Amazon, Flipkart, Meesho, Myntra, or similar |
| Review Behavior | Reads reviews before making purchase decisions |
| Exclusions | People working in e-commerce industry (to avoid bias) |
| Method | Details |
|---|---|
| Approach | Personal network, social media outreach, WhatsApp groups |
| Screener | Google Form with 5 qualifying questions |
| Incentive | None (voluntary participation) |
| # | Name | Age | Gender | Occupation | Location | Mode | Duration |
|---|---|---|---|---|---|---|---|
| 1 | Mani | 24 | Male | Software Engineer | Hyderabad | Video Call | 25 min |
| 2 | Ravi | 31 | Male | Freelancer | Bangalore | Video Call | 28 min |
| 3 | Teja | 22 | Male | College Student | Chennai | In-person | 22 min |
| 4 | Surya | 28 | Male | Marketing Executive | Mumbai | Video Call | 30 min |
| 5 | Rizwan | 35 | Male | Small Business Owner | Delhi | Video Call | 26 min |
| 6 | Kirana | 26 | Female | Teacher | Hyderabad | In-person | 24 min |
Total Participants: 6 users
| Item | Details |
|---|---|
| Type | Semi-structured interviews |
| Mode | Video call (Google Meet) / In-person |
| Duration | 20–30 minutes per session |
| Recording | Audio recorded with participant consent |
| Note-taking | Real-time notes during interview |
| # | Insight | Frequency |
|---|---|---|
| 1 | Users read negative reviews first to find "real" problems | 5 / 6 users |
| 2 | Users doubt products with only 5-star ratings | 6 / 6 users |
| 3 | Users can't tell if reviewer actually purchased the product | 6 / 6 users |
| 4 | Users have made regretted purchases due to misleading reviews | 4 / 6 users |
| 5 | Users want a trusted "Verified Buyer" indicator | 6 / 6 users |
| 6 | Users ignore reviews that feel too promotional or generic | 5 / 6 users |
| 7 | Users trust reviews with photos more than text-only reviews | 4 / 6 users |