One-on-one, informal conversations where the facilitator has your key questions in the back of their mind.
How: Really talking to customers to reveal their true thoughts and opinions, and to establish the ‘why’ behind these.
The Benefit: This technique is ideal when you are looking to understand attitudes, habits, opinions and behaviours about anything!
Contact one of our experts to discuss your particular requirements and find out more about how we can help you.
A unique restaurant group with a quirky brand essence and a cult customer following wanted to find out more about their current customer base’s experience, as well as how they could grow within the mainstream market. In particular, they wanted to know how changes to menu format and design would impact on current and potential customers.
In order to gain feedback on such a subjective topic, we decided that a series of one on one interviews was the best approach. The interviews took place in the restaurant, where the customers were immersed in the brand and could assess and discuss the menu in its true context.
Through a combination of 1-2-1 supported by a robust online survey, we identified that a change in menu would not have a negative impact on the current customers but that it would result in making the restaurant appear more mainstream with more mass appeal.
We were also able to identify which of the menu prototypes best aligned with customers’ vision of the brand.