Our Thoughts

Posts Tagged ‘Consumer Insight’

EATING 2020 INSIGHTS CONSUMED BY READERS ACROSS THE US

Written by Orie Posted in News

As researchers who are always searching for the “stories in the data,” we are proud to see the insights we uncover here in Columbus receive significant attention both across the nation (this FSR magazine article and Modern Restaurant Magazine article are two examples) and across Ohio (Columbus Business First).

We hope business leaders in the restaurant and grocery sectors, along with the communities who rely on them, are able to use these insights to more effectively plan for tomorrow. Our restaurateurs and grocers face an unprecedented challenge and will require continued and substantial support.

Wendy’s, Customer Segmentation Research

Written by Orie Posted in Uncategorized

The Context

Wendy’s is beloved by many, both for its food (they don’t cut corners on quality… or their hamburgers!) and for its engaging social media. To stay on the vanguard of consumer trends and to be well positioned to serve those who crave its food, Wendy’s needed high-quality data to help it profile its customer base.

The Critical Questions

What are the key customer segments that comprise Wendy’s customer base? What drives or motivates members of each group?

Our Solution

Illuminology designed and implemented a high-quality, quantitative segmentation survey of recent Wendy’s customers across the United States. Using cutting edge statistical models (latent class analysis), we identified the major underlying customer segments. We then profiled each segment in terms of their attitudes, their motivational drivers, their opinions, and their behavioral patterns.

Illumination

Illuminology was able to deliver valid and reliable marketing insights that helped Wendy’s to better understand who their customers were and how those customers might react to future marketing/communications efforts and new product development opportunities.

Resolution

The results from this customer segmentation research helped guide Wendy’s marketing and communications strategy over the past few years, delivering continued success for the brand’s performance in a crowded market.

Claire’s Stores, Customer Experience Research

Written by Orie Posted in Uncategorized

The Context

Claire’s Stores, one of the world’s leading specialty retailers of fashionable accessories and jewelry at affordable prices, wanted to ensure that the different groups of women who shopped its stores – from elementary school girls to high schoolers to mothers shopping with their preschool daughters – could easily find the items they were seeking. Before Claire’s invested millions of dollars in this store refurbishment effort, it needed to know whether its new store design was effective and appealing to these different shopper groups.

The Critical Question

Would the new store design and layout be appealing (and ultimately, lead to more sales) for these different types of shoppers?

Our Solution

Our research team shopped along with and interviewed Claire’s customers between the ages of 5 and 18 in different Claire’s stores both before and after a new store design was implemented.  We observed young women navigating the store and listened to their opinions about the accessories available, how these products were displayed, and the overall layout of the shopping environment. And we conducted sophisticated statistical analyses to test whether shopper reactions and behaviors changed from pre-store redesign to post-store redesign.

Illumination

Shoppers overwhelmingly preferred the new store design to the old, believing it was easier and more fun to shop. We concluded Claire’s could be confident the new store design would be a substantial improvement over the status quo, and recommended it continue with its plans to refurbish additional stores.

Resolution

In the end-of-year fiscal report released by the company after this research was completed and store refurbishment began in earnest, the Claire’s CEO said the following regarding the company’s strong sales growth… “The work that we did to upgrade the merchandise selection, distort our assortment to capitalize on the opportunity in Accessories, and improve the in-store environment enabled us to create strong positive momentum.” Claire’s is continuing to refurbish and redesign its stores.