Decoding Craigslist User Behavior in House Hunting: Insight-Driven User Research for Market Advantage

Timeline: 2.5 months

Team: 4 Market Research Students

Role: Market Research Analyst

The spark

As international students living in the US, we shared a common experience of navigating the San Francisco housing market. While exploring several platforms, such as Zillow, Apartments.com, Trulia Rentals, and Facebook groups to find accommodation, one platform stood out: Craigslist.

Three of us secured our apartments through Craigslist, despite initially feeling some skepticism due to its interface. However, it ultimately proved to be remarkably effective. Intrigued by our experiences, we were motivated to delve deeper into the user dynamics of the platform motivated by answering the question: Why has Craigslist's interface remained unchanged over the years?

Context

Craigslist’s interface, functions, and content have remained relatively unchanged since its inception in 1995, despite expanding its market to include more cities and countries.

This research aimed to ascertain whether and how apartment renters’ consumer behavior has evolved alongside minimal changes to the website. Additionally, we aimed to map out the consumer journey to understand the engagement process to be able to provide recommendations to enhance customer appeal.

Methodology

1. SECONDARY RESEARCH

According to interviews with Craigslist’s founder, Craig Newman, he revealed that the focus for the platform is to be simple with an intuitive interface. Users reported they much rather preferred to navigate on a fast and simple website, free of ads. So, since it's a platform driven by the community (90% of its functions are based on suggestions from users), he kept Craigslist true to its roots.

2. ETHNOGRAPHIC RESEARCH REPRESENTED IN CONSUMER JOURNEY MAP

  1. Users expressed confusion and dissatisfaction with the interface but found filter functions helpful.

  2. Concerns regarding anonymous posts and limited seller information were raised.

  3. Users often use Craigslist for research but not for final purchasing decisions.

3. QUANTITATIVE RESEARCH

  • Majority of participants (72%) use Craigslist for housing searches.

  • Key factors influencing decisions included clear costs, high-quality photos, and detailed descriptions.

4. IN-DEPTH INTERVIEWS

Finding 1: Lack of Reliability

  • Scammers attempt to close deals without showing the property by requesting advance money transfers.

  • Absence of profile verification makes it challenging to verify the identity of users, with many posts being anonymous.

Finding 2: Interface Simplicity Satisfactory

  • Users find the ability to search by neighborhoods straightforward and convenient.

Finding 3: Functional Limitations

  • Lack of consumer service.

  • Limited methods to report scammers, aside from flagging posts.

  • Users express frustration over the absence of feedback mechanisms for reported actions.

Finding 4: Limited Decision-Making Influence

  • Users primarily utilize Craigslist as an initial research avenue before verifying the legitimacy of posts elsewhere.

Finding 5: Global Exposure Concerns

  • Regular users express a desire for Craigslist to expand its availability beyond the US to facilitate temporary housing searches internationally.

Recommendations

ACTUAL X IDEAL ANALYSIS

RECOMMENDATIONS ON PRODUCT

  • Improve reliability measures to address scams and anonymity issues.

  • Enhance functionality to include consumer services and scam reporting features.

By offering 3D visualization filming services for sellers, Craigslist could verify the authenticity of the apartment while also generating profit.

RECOMMENDATIONS ON PROMOTION AND PLACE

  • Implement ad campaigns to increase global recognition

  • Encourage users to complete transactions on the platform.

RECOMMENDATIONS ON PRICE

Tiered pricing options for enhanced exposure and better targeting of frequent posters.

Conclusion

Simplicity and Straightforwardness:
Maintain Craigslist's characteristic simplicity and straightforwardness, which are essential components of its user experience and value proposition.

User Security:
Prioritize security measures to enhance trustworthiness and mitigate the risk of scams, safeguarding the integrity of the platform and protecting users.

Enhanced Functionality:
Upgrade functions and features to improve the overall user experience, focusing on areas such as search filters, listing management tools, and communication channels.

Transactional Engagement:
Drive engagement towards completing transactions on the platform, encouraging users to utilize Craigslist not only for research but also as a trusted platform for finalizing deals.

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