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Retail Chain Seeks to Narrow Brands

Situation/Objective

A national retail chain has a variety of private label and/or house brands, but many have evolved ‘ad hoc’ over the years. The chain seeks clarity on establishing clearly differentiated brands along the lines of good, better, and best.

Action

27 brands are presented via focus groups. To ensure getting through a large number of brands in a short time, participants are asked to choose their three favorite and three least favorite brands. Directed discussions reveal insights about the names and positive and negative thoughts, perceptions, and images and associated with them.

Results

The chain moves forward, with the reduced list of brand names, to conduct quantitative research to further refine the list of brands.

Let’s get the customer conversation started

We look forward to talking to you about your qualitative research and insight needs

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