What Do Customers Want
Client: Hannaford Large supermarket chain located in New England and New York
Client Objectives
- Learn more about consumer’s feelings about fresh magazine
- Validate existing content
- Determine desired frequency
- Explore new content ideas
Execution
- Developed an email survey to 282 engaged fresh readers
- Utilized an online survey tool to solicit answers to 22 questions both closed and open ended
- Videotaped select respondents from the survey to support the key takeaways
Results
- Learned many new insights such as interest in healthy eating, quick and easy recipes, learning about unfamiliar foods, and tips and recipes on entertaining and then used those insights to redesign the publication
- Based on learning that visits to Hannaford’s website would be more frequent if all magazine content plus web-exclusive content were available, we worked with Hannaford to implement this exact idea
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