Fortnum and Mason Research
Fortnum and Mason Research

Helping a 308 year old brand understand their customers

Fortnum and Mason Research

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

Fortnum and Mason Research

Question

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.

Push

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.

Change

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.

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Project breakdown:

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