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  • Marks & Spencer Food needed research to assist the development of a distinctive and unique communications strategy for food, which would increase frequency of use amongst the highest spending, as well as the broader customer base.

    Specifically M&S wanted to understand the key emotional and functional barriers to increasing shopping frequency at M&S, and how these fitted/interrelated with, and impacted on, the drivers to shopping at M&S for food.

    The research programme included a full day stimulus development workshop, qualitative group discussions and a half day workshop to refine ideas following first stage fieldwork.

    Recommendations from the research enabled M&S to move forward in understanding how the role and place of ?innovation? had evolved in what the brand was currently about. It also helped them to devise a new creative strategy for their above-the-line communications in food, and drove a re-assessment of in-store support for the new strategy.

    The findings prompted further research to re-evaluate their customer segmentation with an understanding of their differing in-store behaviour.