Viridian

We developed a three-stage research process to provide the best insight and value for this unique assignment. Our approach included multiple methodologies, delivering both robust quantitative data (captured both online and face-to-face instore) and more detailed qualitative insight (through depth interviews and focus groups) that enabled Viridian to understand both the broader market and the independent health food sector specifically.

The research audience spanned current and potential users of independent health food stores, those allied to a healthy lifestyle, plus managers at independent health food stores. The output fed into internal tactical and strategic marketing plans as well as being used extensively externally to position Viridian Nutrition as a key thought leader in this sector.

We devised a two-phase study in tandem with St Basils to deliver on their stated objectives. Having developed a comprehensive plan, online surveys were used, the first targeting charitably-minded consumers in the Midlands area, and the second aimed directly at the client’s own database of supporters. This allowed us to explore the brand from two perspectives: those who already have a relationship with the charity and also prospective donors who may not have as much knowledge about the organisation. This two-pronged approach to online research is not uncommon to us and, in total, provides a robust final dataset where we can compare and contrast the motivations and behaviours of different stakeholders.