Project Background
Musgraves Group in Ireland is the leading retail and food service wholesaler, with a numerous of brands under their wings. iReach Insights was commissioned by Group-M, with who they hold an exclusive partnership with, to design, conduct and analyse a methodology to discover the hidden truths behind shopping experience, buying behaviour and general influencers of Musgraves brands, and by discovering so, using it to alter marketing strategies so that clients were found and targeted at the most effective way.
Methodology
iReach Insights used a qualitative approach for this project by using our uniquely designed Innovation Workshop methodology. This is a more interactive form of a Focus Group to uncover different opinions and attitudes of three different moderated mini-groups, which each group recruited on key demographics and behaviours.
Using our proprietary Consumer Decisions Research Panel in Ireland, iReach fieldwork specialists directly screen and recruited participants. This allowed the iReach Fieldwork team to ensure those taking part in the Workshops, not only fitted the agreed screening criteria but were also going to be engaged and active in the discussions.
The Innovation Workshops are structured where the participants engage with 3 Moderators in small groups to cover a mix of topics in a fun and engaging way. Participants will rotate through the 3 Moderated topics and then share opinions at an 'all group' discussion at the end of the Workshop. This allows all participants and Moderators to share opinions on insights and ideas uncovered during the moderated sessions.
Insights
This methodology is specifically designed to uncover ideas and actionable insights to directly drive decision making for client companies. The fast paced nature of the Workshops generate many ideas and 'wow moments' . iReach record such sessions to Video as well as provide Live Video Streaming where clients watch the Workshops remotely. Our Video specialists also record participant 'vox pops' to be included with the final research report and to underpin actionable insights.