Importance of Focus Groups | UK | FSP

Getting Into The Mind of the Consumer September, 2014

FSP RETAIL BUSINESS CONSULTANTS

Research Types 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?”.

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

Focus groups get you face to face with your customers

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September 10, 2014

FSP RETAIL BUSINESS CONSULTANTS

Perception – Designer Brands

“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 3

September 10, 2014

FSP RETAIL BUSINESS CONSULTANTS

Building a Brand

FSP RETAIL BUSINESS CONSULTANTS

Naming Options Focus group aims: to investigate attitudes to Victoria Quarter and options for a name for the adjacent Hammerson development.

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September 10, 2014

FSP RETAIL BUSINESS CONSULTANTS

Victoria Quarter – a reputation to maintain

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September 10, 2014

FSP RETAIL BUSINESS CONSULTANTS

Victoria Lanes: Positive Associations Lanes I liked the sound of, more boutique-y (younger family: new) Pleasant, relaxed feel, natural, modern and fresh (older family: reconvened )

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September 10, 2014

Very old-world, high end, expensive, traditional, Dickens, Liberty’s, Harrogate (younger family: new)

FSP RETAIL BUSINESS CONSULTANTS

Victoria Gate: Positive Associations Cool, contemporary, classy, trendy, upmarket I think Gate sounds more up-market. . .

I agree. Addresses with Gate on are nice

Gate is nice connection with VQ. With JL at the end it’s an opening or a closing

A gateway to a new shopping experience – suggests multi-cultural, inclusive, families Trendy, upmarket, latest designs. When I got to Lanes it was more country shops and Barbour 8

September 10, 2014

FSP RETAIL BUSINESS CONSULTANTS

Victoria Gate: Negative Associations

Seems a cut-off, shut the gate, I don’t like that

Younger place with just fashion and shops

Quite high-streety. Things you would see in every other shopping centre – White Rose 9

September 10, 2014

Manageable objections

FSP RETAIL BUSINESS CONSULTANTS

Victoria Lanes: Negative Associations

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

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September 10, 2014

FSP RETAIL BUSINESS CONSULTANTS

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

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September 10, 2014

FSP RETAIL BUSINESS CONSULTANTS

A Suite of Brands; A Strong Mother Brand

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September 24, 2014

FSP RETAIL BUSINESS CONSULTANTS

Understanding the Local Consumer

FSP RETAIL BUSINESS CONSULTANTS

Aberdeen Comments 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.

Aberdeen is a big city.

It should be catering for bigger things 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

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September 10, 2014

A multi – purpose thing, a massive, huge development

FSP RETAIL BUSINESS CONSULTANTS

Union Square, Aberdeen Not the biggest shopping centre in Scotland but an opportunity to reflect consumer aspirations for Aberdeen to be No1 in Scotland

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September 10, 2014

FSP RETAIL BUSINESS CONSULTANTS

The Response First in Scotland

First shopping centre in Scotland

(now gone)

Valerie's Brasserie (Patisserie Valerie)

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September 10, 2014

FSP RETAIL BUSINESS CONSULTANTS

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

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September 10, 2014

FSP RETAIL BUSINESS CONSULTANTS

Jo Hewson Managing Director

FSP RETAIL BUSINESS CONSULTANTS

T+44(0)1494 474740 M+44(0)7771528792 F+44(0)1494 474262

19 Manor Courtyard Hughenden Avenue High Wycombe UK, HP13 5RE

Jo@fspretail.com

T +44(0)1494 474740 F +44(0)1494 474262 admin@fspretail.com www.fspretail.com www.snap-shop.co.uk