MODERN APPROACHES TO MARKETING RESEARCH IN ECOSYSTEMS

  • V.N. Tregubov Yuri Gagarin State Technical University of Saratov, Saratov, Russia
  • M.V. Umanskaya Yuri Gagarin State Technical University of Saratov, Saratov, Russia
DOI: https://doi.org/10.34680/BENEFICIUM.2025.2(55).55-68

Abstract

The relevance of the research topic is due to the active development and emergence of new technologies for marketing research of user experience within platform ecosystems. The object of research is the Yandex platform ecosystem, and consumer research tools and methods within the platform ecosystem are considered as the subject of research. The largest platform ecosystems are currently being established it giants such as Apple, Amazon, Google in the world and Yandex in Russia. A single platform allows creating a unique network of services and partners. The theoretical review examines the relevant tools described in the works of domestic and foreign authors, which are currently used for marketing research. An assessment of their capabilities and prospects of use for platform ecosystems has been carried out. In the article, special attention was paid to such marketing concepts as Jobs To Be Done (JTBD), Customer development (CustDev), the method of persons, customer decision making (BDP). These tools allow identifying the tasks that the product solves from the customer's point of view, as well as providing a deep understanding of user needs, optimizing the purchase process on the target platform, and improving the user experience. The empirical part was based on the description of an example of a hypothesis study on the importance of familiarizing consumers with the rules of a board game in the decision-making process to purchase this category of goods in an online store. A comprehensive approach was implemented, including market data analysis, questionnaires, contextual interviews, and mapping the user's path to verify the proposed hypothesis. The results of the conducted research for various persons confirmed the hypothesis, demonstrating that the majority of respondents attach significant importance to access to the rules of the game before making a purchase. The analysis of the decision-making process revealed the presence of several successive stages: awareness of the need, search for information and comparison of alternatives. It was found that the occurrence of a barrier at any stage leads to an immediate transition of the user to alternative suppliers. The novelty of the research results lies in the empirical confirmation of the influence of the availability of information about the rules of the game on the purchase decision within the framework of the platform ecosystem. Existing work mainly focuses on the overall optimization of user experience in ecosystems, without paying enough attention to specific factors influencing customer decision-making in narrow niches. The results obtained were used to optimize the user interface of the online store and improve the overall quality of the user experience. 

Keywords: customer-oriented approach, marketing research, persona method, platform ecosystems, user experience, customer decision-making, Yandex, CustDev, Jobs To Be Done

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About the Authors

Vladimir N. Tregubov – Dr. Sci. (Economics), Docent; Professor, Yuri Gagarin State Technical University of Saratov, Saratov, Russia. E-mail: tregubovvn@outlook.com. SPIN РИНЦ 5528-8060. ORCID 0000-0002-7793-3605. ResearcherID Q-3428-2016. Scopus Author ID 56641136500

Marina V. Umanskaya – Cand. Sci. (Economics); Associate Professor, Yuri Gagarin State Technical University of Saratov, Saratov, Russia. E-mail: marina1980@mail.ru. SPIN РИНЦ 5742-2940. ORCID 0000-0003-1809-5936

For citation: Tregubov V.N., Umanskaya M.V. Modern Approaches to Marketing Research in Ecosystems // Beneficium. 2025. Vol. 2(55). Pp. 55-68. (In Russ.). DOI: 10.34680/BENEFICIUM.2025.2(55).55-68

Published
2025-06-25
Issue
No 2 (2025)
Section
TRANSFORMATION OF SOCIAL AND ECONOMIC SYSTEM