Insight that arrived too late
Outsourced studies were slow to launch and expensive to scale. Findings often landed after the campaign had already shipped. eBay needed insight at the speed of the business.
How eBay rebuilt consumer insights and saw 10% growth in core categories
eBay × GetWhy
eBay’s Global Consumer Insights team believes insight is a capability, not a function. They partnered with GetWhy to make it real.
Independently audited by Nucleus Research.
THE SHIFT
From slow validation to live decision input.
Research brought in-house
eBay now runs qualitative research as an always-on capability with GetWhy. Fifteen-day studies take three. A single study reaches 300+ participants, with 2.4x more feedback per question.
10%+ GMV growth in core categories
Since Q2 2024, eBay reports double-digit annual GMV growth in the categories where qualitative insight is most deployed. Running the same volume through agencies would have cost an estimated $6.7M. In-house, eBay avoided $2.2M.
From a research function to a capability
What began as faster qualitative research now guides marketing, brand, product, and innovation. eBay made customer understanding a repeatable input to growth.
INDEPENDENTLY AUDITED BY NUCLEUS RESEARCH
What the audit found.
Reported outcomes from eBay's qualitative research model with GetWhy.
Faster time to insight
80%
15 working days to insight became three.
More qualitative reach
1,100%
300+ participants in one study, up from a few dozen.
Lower cost per interview
84%
Versus traditional outsourced research.
Research spend avoided
$2.2M
Across thousands of interviews in 2024 and 2025.
Faster time to insight
80%
15 working days to insight became three.
More qualitative reach
1,100%
300+ participants in one study, up from a few dozen.
Lower cost per interview
84%
Versus traditional outsourced research.
Research spend avoided
$2.2M
Across thousands of interviews in 2024 and 2025.
THE REPORT
Read the full audit.
“Nucleus has found that faster insight delivery, reduced execution risk, and broader decision coverage strengthen eBay’s ability to convert product and marketing investment into transaction volume.”
IN EBAY'S WORDS
Not a supplier. A thought partner.
What I love about GetWhy is that they never felt like a supplier. They quickly became a thought partner and, over time, an extension of our team.
They have helped us rethink how an insights function can create value, always with a strong focus on business impact. At the same time, they understand the realities of working in a large enterprise and know how to balance ambition with practical execution.
Christine Moeller
AI Transformation Lead
Hear from eBay
Thomas Walker on what AI-enabled qual changes for research leaders.
Thomas Walker, VP Global Consumer Insights, eBay
- The seat at the table
- The two-day study that reshaped a launch
- Why insights is a capability, not a function
Frequently asked
Who is Nucleus Research, and what did they assess?
Nucleus Research is an independent B2B analyst firm. They audited eBay's qualitative research model with GetWhy across six areas: speed, scale, cost, effort, depth, and decision influence. The full audit is the report on this page.
Nucleus Research is an independent B2B analyst firm. They audited eBay's qualitative research model with GetWhy across six areas: speed, scale, cost, effort, depth, and decision influence. The full audit is the report on this page.
What did eBay actually do that contributed to the growth?
Three things, mainly. They got studies done faster: 15 working days became 3 on average. They reached far more participants per study: over 300, where the old model topped out at a few dozen. They captured deeper feedback per question: 2.4 times more than unmoderated. The combined effect, qual started shaping decisions while initiatives were still in development, instead of validating them after.
Three things, mainly. They got studies done faster: 15 working days became 3 on average. They reached far more participants per study: over 300, where the old model topped out at a few dozen. They captured deeper feedback per question: 2.4 times more than unmoderated. The combined effect, qual started shaping decisions while initiatives were still in development, instead of validating them after.
Which figures are reported outcomes, and which are Nucleus projections?
Most numbers on this page are reported outcomes from the audit: 10%+ GMV growth in core categories, 80% faster time to insight, 84% lower cost per interview, $2.2M avoided, 1,100%+ scale increase, 2.4× deeper feedback per question, around 960 analyst hours redirected per year.
The report also includes Nucleus expectations for the next cycle: 15-25% lift in campaign recall, 20-30% less creative rework, 25-30% shorter campaign cycles. Those are projections, not reported outcomes.
Most numbers on this page are reported outcomes from the audit: 10%+ GMV growth in core categories, 80% faster time to insight, 84% lower cost per interview, $2.2M avoided, 1,100%+ scale increase, 2.4× deeper feedback per question, around 960 analyst hours redirected per year.
The report also includes Nucleus expectations for the next cycle: 15-25% lift in campaign recall, 20-30% less creative rework, 25-30% shorter campaign cycles. Those are projections, not reported outcomes.
What scope does Nucleus use for the GMV claim?
It applies to eBay's core marketplace categories, since the partnership began in Q2 2024. Nucleus is clear that lots of things move GMV. The audit isolates the contribution of faster insights, broader decision coverage, and less execution risk. It does not claim GetWhy caused the growth on its own.
It applies to eBay's core marketplace categories, since the partnership began in Q2 2024. Nucleus is clear that lots of things move GMV. The audit isolates the contribution of faster insights, broader decision coverage, and less execution risk. It does not claim GetWhy caused the growth on its own.
What happens after I download the report?
You get the PDF, sent to the work email you provide. We may follow up once to offer a 30-minute working session comparing your model to the figures inside. Opt out any time. We don't sell or share your data.
You get the PDF, sent to the work email you provide. We may follow up once to offer a 30-minute working session comparing your model to the figures inside. Opt out any time. We don't sell or share your data.