Effect of communication on customers
Question: what is the effect on customers ‘heads and hearts’ of communication from a Dutch retailer? (TV and radio commercials, online and offline advertisements, folder)
Methodology: qualitative research in 3 phases – starting with single online interviews, for the spontaneous communication awareness, an online assignment for conscious observation of communication and online focus groups (during COVID-19) for an in-depth evaluation of media and messages
Result: learnings for effective use of the media mix and optimization of current media
Opportunities for new proposition in fruit and vegetables
Question: what is the potential of a new proposition in fruit and vegetables? Which positioning route is most promising?
Methodology: co-creation with supplier, marketing consultant and visualizer in an iterative process: from 6 propositions, tested in duo interviews, to 3 sharpened propositions tested in focus groups that touch the heart of the target group
Result: a resounding GO for launching a proposition from a consumer perspective and clear preconditions for a promising positioning
Shopper journey of confectionery
Question: how do consumers choose sweets in retail and how do they view the sweets on offer?
Methodology: qualitative research in 3 phases with adult candy buyers: online assignment in advance, shop-a-longs in the supermarket and focus groups with natural grouping technique
Result: rich input for the optimal design of the confectionery category and shelf vision, and to act as an expert towards retail partners
Customer needs software for personnel and payroll administration
Question: What are fundamental customer needs of accountants and HR managers when purchasing software for personnel and payroll?
Methodology: Online single in-depth interviews
Result: from a one size fits all positioning to optimal, relevant propositions tailored to the needs of the two sub-target groups.