This presentation is summarised report on researches done in Germany on KK during last 6 month.

1. SPEAKER
German Research Summary
3rd Nov, 2014

2. Dear KK member,
We have been working hard to identify the needs and problems
of the Vinted/ KK community and to increase the level of
satisfaction with Vinted/ KK.
We are providing you with the explanation of how the latest
product changes were influenced by the research questions and
what research methods we used.
We are, though, not able to provide the full data itself due to the
highly confidential nature of it. Vinted/ KK is a portal existing in a
very competitive environment so open sharing of problems,
strengths, changes in plans and other data would make KK
vulnerable to competition.
Thank you for your understanding :)
Your Vinted/ KK research team

3. Research team
• 4 members + local markets experts to perform interviews in German
• 2-10+ years of market research (MR) and data analysis experience
• Experience in international/ global MR companies
• Have been conducting research regarding members' problems, gathering product satisfaction
feedback and conducting other regular researches in all Vinted markets for the past 2 years

4. Methods used for KK research
Qualitative research -
in-depth telephone interviews
• A semi-structured conversation where a
person is asked open questions to share
his/ her experiences, behaviour, feelings,
motivation, values and beliefs
• Info collected is verbal - words, descriptions
• Smaller sample sizes required, because
there is no need to measure/ quantify the
information (http://www.qualitative-research.net/
index.php/fqs/article/view/1428/3027)
Quantitative research -
surveys
• A structured list of questions (usually with
suggested answer choices)
• Info collected is numerical - numbers
• Large sample sizes required in order to
measure/ quantify the information (e.g., the
size of the problem, the frequency of usage,
the level of knowledge, satisfaction, etc.)
(http://www.research-advisors.com/tools/SampleSize.htm)
http://www.snapsurveys.com/qualitative-quantitative-research/
http://aremaconnect.com/2014/05/market-research-qualitative-vs-quantitative/
https://themarketingdirectors.files.wordpress.com/2011/04/qualitative_vs-_quantitative_research.jpg

5. Why our surveys are representative
to all KK members?
We use random (http://en.wikipedia.org/wiki/Simple_random_sample) and random stratified (http://
en.wikipedia.org/wiki/Stratified_sampling) selection of respondents which ensures a chance for each
member to get into the research and is highly representative for all population (all KK members).
The margin of error shows what is the possible deviation from survey results in per cent, if we surveyed
each member (all population) without selecting a sample.
For each survey we select samples as large to have at most 2-3% possible deviation, which makes KK
surveys highly reliable and representing the distribution of opinion on certain questions among all the
members.
Sample size explanations with margins of error: http://www.research-advisors.com/tools/
SampleSize.htm

6. Researches conducted

7. Qualitative research
In-depth interviews with KK buyers & sellers
Research questions:
• A deep dive into the member experience on
KK and the biggest current problems with
purchases on KK
• Members’ stories about the main problems to
focus on in the nearest future
Findings - the top problems of:
• Buyers are related to safety problems
on KK
• Sellers are related to time consuming
and not user-friendly sales processes
• Method: Semi structured one on one interviews over the phone (qualitative research)
• Target: KK buyers and sellers with different level of experience on KK
• Sample size: 50 interviews
• Sample selection: random stratified
• Dates: 1st-20th Aug, 9-19th Sep, 30th Sep - 10th Oct, 2014

8. Quantitative: KK member satisfaction survey
Research questions:
• What is the KK buyer satisfaction
based on their experience in the last 3
months?
• What are the the current biggest
problems with purchases on KK?
Findings:
We have unacceptable number of
dissatisfied buyers with their purchases. Top
reasons are:
• The item received was different than
expected
• Member payed and didn't receive the
item
• Method: Representative survey among KK buyers (quantitative research)
• Sample size: 1089
• Sample selection: buyers only, random stratified
• Confidence level: 95%
• Margin of error: 2.5%
• Dates: 9-18th Aug, 2014

9. Quantitative: Payments and Shipping Preferences Survey
Research questions:
• What is the current usage and future
preferences of payment methods and
shipping providers?
• What is the most wanted payment and
shipping providers among KK members?
Findings:
• Findings include most wanted and
trusted providers for payments and
shipping services which we based our
new services on. We have to apologise
for not disclosing the lists because of
highly confidential nature of it.
• Method: Representative survey among KK members (quantitative research)
• Sample size: 2617
• Sample selection: random sample
• Confidence level: 99%
• Margin of error: 2.5%
• Dates: 13-22nd Aug, 2014

10. Net Promoter Score: willingness to
recommend KK + feedback for score given
This research is a regular source of:
• Information about member satisfaction
with KK
• Opinions on lower or higher score given
(open question where we get plenty
detailed personal explanations)
• Method: Regular representative survey among KK members
• Sample size: 3000
• Sample selection: random sample
• Confidence level: 99%
• Margin of error: 2.5%
• Dates: every 3 months for past year. Last: Sep, 2014
Findings:
• Buyers feedback mostly related to fraud
problems and getting not as described items
• Sellers feedback mostly related to need for
higher sales, problems with some buyers and
time consuming and not user-friendly sales
processes
• Full findings include a very long and detailed
list of many suggested improvements which
we consider and implement in prioritised
manner, mostly by number of affected or
benefiting from it people.