Powering insights for major global retailers and brands
See how Movement used Indeemo’s mobile ethnography platform to help a major retailer get beyond the festive cheer to understand the real stress, planning, and shopping behaviours of 102 customers over Christmas.
Powering insights for major global retailers and brands
Christmas is a period of high expectations, high spending, and high stress. For a major retailer, understanding the *real* customer journey—from grocery planning to gift buying—is critical. Traditional methods miss the in-the-moment chaos, context, and decision-making.
The business needed to get inside the homes and shopping trips of its customers to see what *really* happens. How do people plan? Where do they get inspiration? And why is hosting Christmas dinner so often the least enjoyable experience of all?
Using the Indeemo mobile app, Movement launched a month-long online diary study with 102 participants, capturing their planning, shopping, and festive experiences in real-time. This was followed by 18 group discussions to explore the drivers behind their behaviour.
“The Indeemo platform was perfect for this project. The app makes it easy for research participants to submit text, photos and video in real time, resulting in a huge volume of valuable content.”Graham Booth Founder, Movement
The learning and recommendations from the research enabled the business to drive sales and increase customer satisfaction.
Developed new product ranges, in-store displays, and online retail journeys based on real-world customer planning and shopping behaviours.
Refined packaging, promotions, and the sequencing of offers to align with the different phases of the Christmas run-up.
Informed social media activity, app development, and other communications to better support (and de-stress) the Christmas host.
Want to see how mobile ethnography can transform your retail strategy? Book a demo with our team to see how you can get closer to your customers.