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Case StudiesMorrisons

Helping retailers improve store performance based on insights from ethnic minority shoppers

The Brief

No one likes losing market shares. That’s why Morrisons wanted to understand why some of their stores were not doing well and why performance had declined over time.

The brief was to explore – with ethnic minority consumers – the range of factors that might explain why specific stores were underperforming. We chose to conduct the research online so that we could spend time with these consumers and open a window onto their lifestyles, diet, shopping habits and experiences of local ethnic stores and supermarkets. We also invited the clients to accompany us on an informal audit of supermarkets to test out the validity of our insights. It was high risk but it paid off: the clients had a proper ‘eureka’ moment.

The challenges they faced

  • Accessing shopping experiences – in local ethnic stores and supermarkets - in a cost-effective and agile way
  • Understanding the perceptions and attitudes of ethnic minority customers, going beyond ‘vanilla’ insights and stereotypes
  • Getting a rich picture of how people from various black and Asian backgrounds shop for, prepare and serve food

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