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Challenge
The client had developed a new retail store design and was looking to
gauge overall impressions of it, as well as to determine areas of strength
and weakness. The Strategic Counsel was retained to assess employee
and customer reaction to the new design.
Strategy
Focus groups were conducted at a full-scale mock-up of the proposed design.
Employees and customers were asked to walk through the mock-up and encouraged
to undertake normal activities. The discussion that followed assessed
overall impressions, as well as reactions to specific design aspects in
terms of comfort, functionality and aesthetics.
Results
The focus groups highlighted some key functional concerns among both employees
and customers. The research enabled the client to develop a store layout
with maximum functionality and visual appeal.
cultural
| financial services
| not for profit
| packaged goods
policy analysis and development
| retail | technology
| telecommunications
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