Case Study


Leading retailer customer research to provide learnings and actions for future strategy.

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.

“For me, the real benefit of the research was not just the data, but the insight that KAM media gave us offering potential explanations as to why customers may have responded in the way they did. Ultimately, I judge the quality of insight by whether or not it then changes your behaviour and adds value to your business. In this case I can genuinely say that we have taken a significant number of the learnings and will be applying these as we start to transition our stores to the Safeway Brand. In summary we were very pleased with the work KAM Media did for us and we look forward to working with KAM Media team in the future.”

Dave Thomas, Chief Operating OfficerMcColl’s

“KAM Media developed a proposal using both qualitative and quantitative methods to deliver against our brief. They won the pitch for the work as KAM had a more robust approach which represented great value too. The work provided some great insights which we have now responded to.  As a result we have significantly improved how effective our communications are, as well as made improvements to range and packaging.”

Tim Fairs, Customer DirectorMcColl’s