Consumer Protection & Privacy

Investigations of company behavior and other matters involving consumer protection require deep knowledge of marketing practices and consumer behavior in both online and offline environments. Using well-established analytical models such as the consumer journey framework, Analysis Group teams support our clients with examinations of consumer awareness, consideration, purchase, and post-purchase behavior. We have analyzed all aspects of user experience (UX) including online purchase flows, cancellation flows, retention offers, and so-called “dark patterns” to evaluate firms’ interactions with past, current, and potential customers.

One of our key strengths is helping clients understand the impact of privacy-related disclosures on consumer perceptions and behavior. 

Our Methods

Our methods include:

  • Purchase funnel – We use the purchase funnel (or consumer journey) framework to assess perceptions and behavior leading up to, during, and following the purchase decision. We examine how the purchase flow impacts consumer information search, processing, and decision making.
  • Test/control experiments – Test/control experimental designs are among our most used instruments to isolate the causal effect of advertising claims, missing disclosures, privacy policies, and user interface features on decisions and consumer understanding.
  • Archival analysis – Analysis of available historical data – often supplemented by natural language processing (NLP) and data science frameworks – can provide insight into contemporaneous attitudes, consumer expectations, and the “voice of the consumer.”
  • UX Assessment – Using heat maps, A/B testing, and other methods, we can evaluate the impact of particular UX elements, including so-called “dark patterns,” on consumer perceptions and behavior.

Our Methods