Creating real-life, real-time engagement with real shoppers; using consumer research to drive innovation and action.
The client, and their own clients at Tesco, wanted to ‘bring to life’ the food to go shopper, building genuinely customer-centric strategy around the wants, needs and motivations of real people: specifically, the Tesco 5 Families.
The Breaking Blue solution
Our shopper insight specialists attended the client’s off-site strategy day, joining a review of their category data before briefing stakeholders for a programme of one-to-one accompanied shopping trips, which our consumer insight team had designed and recruited. In the afternoon, we moderated a shopper insight workshop, identifying key themes from the shopping trips, and developing three of the resulting ideas into an 18-month action plan, using a ‘World Café’ approach.
The insights we gathered through the accompanied shops and our workshop led to a detailed, SMART action plan by the end of the day. Our client is working towards implementing the three key ideas we identified and developed – all of which are grounded firmly in real consumer research.