Getting into the mind of your consumer: Why focus groups are still important?

1. FSP RETAIL BUSINESS CONSULTANTS
Getting Into The Mind of the Consumer
September, 2014

2. Research Types
QUANTITATIVE
When you need to track, estimate, predict, forecast
QUALITATIVE
When no benchmarks exist,
It is more important to understand than to measure
You need to know why and how
Deals with the Past & the Present
Deals with the Present & the Future
FSP 2 September 10, 2014 RETAIL BUSINESS CONSULTANTS
The amount of data we have on consumers is vast. All this data is valuable and can be analysed to predict trends. However a more low tech, but very valuable, way to get into the mind of the consumer allows us to ask “why?” and “how?”.
Focus groups get you face to face with your customers

3. Perception – Designer Brands FSP 3 September 10, 2014 RETAIL BUSINESS CONSULTANTS
“I love the new bit because it feels like it’s totally aimed at me because I'm very into designer shops - a huge Next, its got GAP, its got everything I could think of going for"
We don’t all think the same; be aware that we are always subject to our own perceptions and ideas; others may be very different

4. FSP RETAIL BUSINESS CONSULTANTS
Building a Brand

5. Naming Options
FSP 5 September 10, 2014 RETAIL BUSINESS CONSULTANTS
Focus group aims: to investigate attitudes to Victoria Quarter and options for a name for the adjacent Hammerson development.

6. Victoria Quarter – a reputation to maintain
September 10, 2014 FSP 6 RETAIL BUSINESS CONSULTANTS

7. Victoria Lanes: Positive Associations
September 10, 2014 FSP 7 RETAIL BUSINESS CONSULTANTS
Very old-world, high end, expensive, traditional, Dickens, Liberty’s, Harrogate (younger family: new)
Lanes I liked the sound of, more boutique-y (younger family: new)
Pleasant, relaxed feel, natural, modern and fresh (older family: reconvened )

8. Victoria Gate: Positive Associations
FSP 8 RETAIL BUSINESS CONSULTANTS
Gate is nice connection with VQ. With JL at the end it’s an opening or a closing
Cool, contemporary, classy, trendy, upmarket
Trendy, upmarket, latest designs. When I got to Lanes it was more country shops and Barbour
I think Gate sounds more up-market. . .
I agree. Addresses with Gate on are nice
A gateway to a new shopping experience – suggests multi-cultural, inclusive, families September 10, 2014

9. Victoria Gate: Negative Associations
September 10, 2014 FSP 9 RETAIL BUSINESS CONSULTANTS
Quite high-streety. Things you would see in every other shopping centre – White Rose
Seems a cut-off, shut the gate, I don’t like that
Younger place with just fashion and shops
Manageable objections

10. Victoria Lanes: Negative Associations
September 10, 2014 FSP 10 RETAIL BUSINESS CONSULTANTS
I actually thought prostitutes . . .
I thought that as well but wasn’t going to say so
It reminds me of the Lanes at Castleford shopping centre which is totally opposite to what this is going to be and puts me off – it’s a bit down-market – a mining town

11. What We Learnt
Victoria has huge strength as the Mother brand
Vital to make the link between VQ and the new development
Hammerson need to shout about ownership of both centres
Victoria Gate best option with few negative connotations
Potential to see Gate as gateway/inclusive
Beware connotations with ”closed off/not welcoming”
Action - Information Point about Victoria Gate located in VQ
FSP 11 September 10, 2014 RETAIL BUSINESS CONSULTANTS

12. A Suite of Brands; A Strong Mother Brand
September 24, 2014 FSP 12 RETAIL BUSINESS CONSULTANTS

14. FSP RETAIL BUSINESS CONSULTANTS
Understanding the Local Consumer

15. Aberdeen Comments FSP 15 RETAIL BUSINESS CONSULTANTS
I heard that once its finished it’s going to be the biggest square metres for a shopping centre in Scotland. Is that true?
We’ve actually been voted the friendliest city in Britain
Aberdeen is a big city. It should be catering for bigger things
A multi – purpose thing, a massive, huge development
September 10, 2014
It’s incubated which is part of the climate of Aberdeen. It’s cold so you have to spend a lot of time indoors. Different social groups form. It’s not segregated and it’s friendly once you get in there but it’s finding where you want to get in that can be daunting
If you come to Aberdeen, you can just relax and feel free to do what you want. . .be who you are
Aberdeen has got beautiful granite buildings. It’s very clean.

16. Union Square, Aberdeen
September 10, 2014 FSP 16 RETAIL BUSINESS CONSULTANTS
Not the biggest shopping centre in Scotland but an opportunity to reflect consumer aspirations for Aberdeen to be No1 in Scotland

17. The Response
First in Scotland
September 10, 2014 FSP 17 RETAIL BUSINESS CONSULTANTS
First shopping centre in Scotland
Valerie's Brasserie (Patisserie Valerie)
(now gone)

18. Qualitative Research
Uses
Competitive destination evaluation
Tenant Mix Strategy
Brand Creation/Testing
Retailer Product Development/Testing
Alternative marketing scenarios
Benefits
Get into the mind of your consumer
Avoid pitfalls
Find key drivers for branding and marketing
Save costly mistakes
Speak to your target audience
Challenge your own perceptions
Find out what works
FSP 18 September 10, 2014 RETAIL BUSINESS CONSULTANTS

19. FSP RETAIL BUSINESS
CONSULTANTS
19 Manor Courtyard
Hughenden Avenue
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UK, HP13 5RE
T +44(0)1494 474740
F +44(0)1494 474262
admin@fspretail.com
www.fspretail.com
www.snap-shop.co.uk
Jo Hewson
Managing Director
T+44(0)1494 474740
M+44(0)7771528792
F+44(0)1494 474262
Jo@fspretail.com