Grocery online magazine research

The Challenge
A major UK supermarket planned to develop an online magazine, but were unsure if their shoppers would respond well to this new magazine format. They want to be clear that it is the correct medium to deliver to their consumers. They also want to understand the awareness and saliency of the current printed magazine and website.

Our Methodology
Shopper research and qualitative focus groups in three regional locations. Digging deep into the mindset of the grocers shoppers, uncovering key information, unlocking trends and attitudes to the internet and this style of online magazine. Picking out the key points in an objective manor brought to light the outcome for the online magazines potential and place amongst the grocers shoppers.

The Outcome
The research clarified to grocer that the online magazine had a prime place in the lives of their shoppers and were able to make an instant decision to go ahead with the project. The grocer also realised the need to keep the paper magazine to appeal to a broad range of shoppers.