Consumers’ Assumptions and Perceptions About Different Q&A Answer Sources

When a shopper is in a brick-and-mortar store, they can ask a sales associate their questions. Online shoppers can’t. However, many bridge the gap by posing questions via the Q&A portion of the product page. In fact, 67% of consumers have left a question in the Q&A portion of a product page. 

When a shopper submits a question, it may be answered by a range of sources – including the brand or retailer or a customer who has already purchased and used the product in question. In this portion of the report, we explore who shoppers think are answering their questions, whether they care, and which answer sources they value most.