For the first time in its history, the brand wanted to research its customer base to understand who, what, why and when they engaged with Fortnum & Mason.
We appointed TYC as they bring a unique approach as its their designers who create and execute the research, instead of outside resource. They look and listen in an entirely different way.
Zia Zareem-Slade, Director of Customer Experience
Fortnum & Mason
In order to facilitate a deep dive into the brands existing and potential customer base a research approach was designed with the objective of unearthing insights into the in-store experience, brand perception, drivers, demographics and purchase behaviours.
The customer research activities set out to capture the widest range of viewpoints possible. A blend of quantitative and qualitative research was undertaken in multiple locations with a mix of face-to-face and online surveys across a single live platform. A staggering 1,616 responses helped to form a robust understanding of the consumer profiles and brand opportunities.
The findings, observations and opportunities were captured in a beautifully designed report and presented to the Fortnum & Mason Board. The insights derived from the customer research demonstrated their customer had evolved dramatically and therefore helped to shape the future development of the brand and its experiences.