A UK tourism business wanted to understand customers’ requirements to develop their retail offering at their locations to increase spending.
There were three phases of this research. The first was developing a need states model to enable the brand to focus on the areas of priority for customers. Phase two was a number depth interviews with customers to understand their needs. The final phase is a quantification of these needs and recommendations for action. The need states model was then reviewed and refined using the qual and quantitative research results.
The brand was able to focus its attention on the areas that had the most impact on the customer experience and significantly enhance its offering.
