Case Study: a large independent retailer refines brand purpose and values with Greenbook's Vision One Research

a large independent retailer refines brand purpose and values with Greenbook's research across 400+ outlets

The customer, a large independent retailer in the UK, faced the challenge of defining its brand purpose, vision, and values. An initial internal review indicated a need for more extensive research among its stakeholders. The retailer commissioned Vision One Research to conduct a large-scale research program to address this need.

Vision One Research implemented a solution utilizing a comprehensive range of qualitative focus groups, a quantitative online survey, and exit surveys with shoppers, staff, and stakeholders. The research provided key insights into the brand's mission and values and identified a consumer preference for a new strapline. As a result, the retailer was able to refine its brand purpose and values and has since integrated the new strapline into a series of marketing executions.