Happy has recently completed a qualitative research project for a home furnishing client. The project, including accompanied shops, focus groups and interviews, is providing key consumer insight into shopping experiences. These and other insights are used to establish the overall customer experience, identify opportunities and work on any necessary improvements.
“Accompanied shops help us to understand the behaviour of consumers when shopping, the processes they go through and the choices they make. We find it particularly useful to observe what participants do that they may not be aware of in the shopping environment” said Karen Lambert, managing director.
An accompanied shop takes place whilst the participant is shopping. Happy researchers observe shopping behaviour and ask direct questions carefully developed to zero in on key insights. Starting before the customers even leave the house, the researchers spend time with the participant at home, before heading out shopping with them.
The next stage of the qualitative research was to hold focus groups within a major home furnishings retailer. This provided real insight into the customer experience to understand opinion, buying motives and their thoughts on store layouts and the product range.
The findings are currently being analysed.
