Retail: Customer feedback gives cause for ‘celebration’
Client: World-leading greetings cards and gifting manufacturer.
Background: The UK represents the most successful greeting card industry in the world, worth around £1.37 billion, with 31 cards being sent on average per person each year. It is a highly competitive industry.
Brief: To operate as a senior researcher, facilitating qualitative forums to capture consumer insights across different life stages and family structures, with a view to achieving product differentiation through retail outlets.
Approach: 9 month internal placement, working alongside design and marketing teams to run a broad program of consumer focus groups and accompanied shopping trips, creatively exploring specific themes.
Solution: Innovative techniques were introduced, resulting in novel insights which provided clear direction for new product development.