Home>>Case Studies>>Multiple dimensions to a ‘GO’ – ‘NO GO’ through qualitative research!
Task at hand…
One of our clients was looking at expanding to newer geographies. Now the ‘terrain’ they were exploring, was a tough nut to crack with its atypical milieu in the context of its shopping habits. Moreover competitors had met with very limited success in that otherwise, very rich state.
So the key question that lay ahead was if our client should dare venture into such ‘troubled waters’? If at all potential existed, what should be the entry strategy in terms of the product, pricing, communication, USP etc. The client did not want to lag behind in getting there if potential seemed to exist but did not even want to go there and come back frustrated.
The business stakes involving the decision were high as it had big money riding on it. So the responsibility resting on our shoulders was enormous.
Our approach…
We set forth on our odyssey to discover the answers to our multiple queries with indispensible but infrequently used tools like common sense, an open mind and keen observation packed along with our experience. We traversed right across the state laboring for several days at a stretch and assuming multiple roles to obtain an in-depth understanding of the attitudes (barriers, motivations, preferences etc.) towards the seemingly simple but complex activity of shopping in this region.
We first and foremost set ourselves on devising a research methodology circumscribing all the pertinent questions at hand. We designed various modules for the project including those of accompanied shopping, innumerable market visits along with several mystery shopping sprees. To catch a glimpse of the consumers’ viewpoint a module involving FGDs was also very skillfully woven into our research design.
As our trend spotting analysis showed us that rapidly changing social norms like nuclear families coming into existence, sons going abroad to study, etc., a ‘metamorphosis’ in the retail scenario was taking place in this region as well. Some recent successes in certain parts of this state did indicate that there was hope of making it to this discerning consumer’s heart.
But before jumping to conclusions, a lot of concerns had to be addressed. The questions about the kind of assortment this market needed… how much of it was to be indigenized to cater to the local taste and about developing a customized proposition to appeal to the inhabitants of this region, needed to be answered.
After assessing the potential, zeroing in on feasible and appropriate locations for the new stores for making an entry was the most formidable task of all. How far people were willing to travel and the motivations and barriers offered by the current retail landscape of the area were some of the key questions. The brief had already outlined certain possible areas. We did the ‘reiki’ of all the plausible locations, even doing our part as real estate agents. Using maps, with the plausible areas plotted, by putting entire cities and retail landscape under the scanner, we were able to deliver some very insightful pointers on this aspect as well.
The outcome…
The output rendered by us was very ‘visual’ with locations plotted on the map giving comprehensive information about demographics, competitive scenario etc. leaving little to the client’s imagination. We also incorporated the video footage of the retail context. This enabled us to showcase the reality of how the various strata of the society shopped, what merchandise and communication attracted them, etc. basis which various strategic insights were built.
Our team worked round the clock, stretching beyond the brief, providing leads on various facets of the project which won us many accolades from the client.
The outcome of this all encompassing research was hugely appreciated by the client. The zeal to enrich the findings as much as possible and provide relevant, useful and thoroughly analyzed information on every aspect that could affect the success of the project was applauded. The fact that they got the answers to all their questions even without having to be physically present at the site won us another long term, deeply satisfied client!!
Highlights…
