Tesco/ meeting the nation's shoppers
What do people really feel about Tesco? Working with BBH, Helen deployed a nationwide team of ethnographers to listen, chat, gossip and shop in supermarkets during a six month period to get the real story of what people felt.
Commissioned because of her reputation for being able to delve deeper and more openly than other research agencies, Helen developed a series of insights around various themes. The results were frank and sometimes uncomfortable as well as often warming and always very human.
- Strategy for ethnographic approach
- Recruitment of network of ethnographers
- Private blog documenting hundreds of stories from across the nation
- In-depth analysis reports identifying trends and anomalies