Case Study 1: Customer Insight Project
McColl’s commissioned KAM Media to conduct two significant pieces of Customer Insight Research. Both projects focused on understanding their customers perception of the McColl’s store pre and post conversion from The Co-Operative.
KAM Media designed a research plan to meet McColl’s requirements and provided end to end project management. We conducted a large number of face to face interviews in store with shoppers and then created a consultative results presentation with strategic recommendations. McColl’s were involved throughout the process enabling them to provide real time feedback and suggestions where appropriate.
The project was completed on time and within budget. Significant changes have been made within McColl’s retail outlets following the insight results. Further research has been commissioned for 2018.
Case Study 2: Investigating Brand Integration
McColl’s commissioned KAM Media to conduct a research program looking at the integration of the Safeway brand into McColl’s stores (a joint project between Morrisons and McColl’s). They wanted honest, independent customer feedback on the brand combination, and to understand how to successfully roll out the Safeway brand across their estate.
KAM Media designed a combined approach for the project; conducting face to face interviews, accompanied shops and a number of bespoke focus groups. We worked in conjunction with McColl’s providing end to end project management including writing questionnaires and discussion guides and project managing all field work.
KAM Media created a consultative results presentation including a board de-brief with strategic recommendations.
The research presented by KAM Media has allowed McColl’s to develop their marketing strategy and point of sale material for the Safeway brand roll out, and the robust selection of results helped to inform how they should progress for the best chance of success.