Turning consumer trends into consumer strategy

Real-life, real-time engagement with real shoppers

The challenge

The client, and their own clients at Tesco, wanted to identify emerging preferences among food to go shoppers and ‘bring them to life,’ building genuinely customer-centric strategy around the current wants and needs, interests and motivations of real people: specifically, the Tesco 5 Families.

Our solution

We 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 we had designed and recruited.
In the afternoon, we moderated an insights 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 outcome

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 needs.

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