Brand Mission & Values Research For Large Independent Retailer

We worked with one of the largest independent retailers in the UK, with over 400 trading outlets. In the process of defining the UK’s Independent retailers brand purpose, vision, and values, initial internal research highlighted a need for more extensive research amongst a range of key stakeholder and interest groups. Vision One was commissioned to develop and conduct a large-scale research programme to ensure all areas of interest were met.

A comprehensive range of research approaches was utilised incorporating qualitative focus groups, a quantitative online survey with target customers and exit survey amongst shoppers. The research was also conducted amongst staff and key stakeholders.

Our research provided a wealth of key insights, including brand mission and values, along with consumer preference for a new strapline (and the reasons behind this choice). Following the research, the independent retailer brand was able to further shape and refine their brand purpose and values, and their new strapline has now been integrated into a series of new marketing executions.