Situation/Objectives: A major grocery chain sought to understand its customers’ expectations for one of its core departments (e.g., deli, bakery, pharmacy, etc.). Though the company leads in its markets, it now competes with resurgent traditional grocery chains as well as up-and-coming non-traditional grocers such as Trader Joe’s, The Fresh Market, and Whole Foods.
Action: PMI conducted focus groups among grocery shoppers in multiple cities.
PMI enhanced the clients’ discussion guide by developing a simple exercise to identify consumers’ perceptions of price and value. PMI builds insights from the ground up – organizing verbatims into meaningful insight clusters and core attributes that make clear not only what customers expect in terms of product and service, but how the client delivers on those attributes.
Results: Client utilizes findings to enhance future product, service, environment, and merchandising strategies, to keep one step ahead of the competition.