Danni findlay main stage - 2013

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Danni Findlay, Marketing Sciences, UK

Festival of NewMR 2013 - Main Stage

Keep Taking the TabletsAn example of using MobileMR to implement one of the UK’s largest Voice

of the Customer programmes

Danni Findlay

Director, Retail Research, UK



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What was the challenge for Tesco?

How MobileMR made it possible

What have we learnt?

4 How have Tesco benefitted?



Tesco wanted to measure Customer Service



One Mystery Shopper may not be enough



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Clearly this was a big task…

• Initially 950 stores

• Include Northern Ireland and all Highlands and Islands

• Two shifts

• Report back at store level



How would we have done it before tablets?

Probably on pen and paper

Probably very slowly

Possibly would have failed to deliver



Considerations:BatteryUsabilityWeightScreenSteal-ability!

We had already conducted some initial research on hardware and software



We took a training roadshow to over 300 of our best interviewers around the country

Actual vehicle not shown!



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Speed isn’t everything!

..many other benefits




•Quality Control

•Ease of interviewing

• Clean data

•Scalability

•Keeping on top of fieldwork

• Changing at short notice




Not to mention the trees we have saved!

Little Brother is Watching You…




Not to mention the trees we have saved!

It’s all about the Quality



There’s also room for an element of fun!



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Delivery just one week after the end of

fieldwork means actions can be taken

immediately



Reports are at an individual Store level

Dashboards allow data to be examined at

National

Regional

Local

Store Level



“Using tablets has meant we can capture the opinions of 100,000 of our customersper month as they leave the store, gaining timely feedback of their experience”

Diane Denham, Tesco Insight Strategy



THANK YOU

Danni Findlay

Marketing Sciences, Director Retail Research, UK

+44 (0)1962 835383

[email protected]



Q & A

Danni FindlayMarketing Sciences

Andrew JeavonsSurvey Analytics



At Marketing Sciences we work

creatively to help you develop new

products and services, gain new

customers, solve problems or

simply understand who your

shopper is.

• Customer Experience

• Understanding Your Shopper

• New Product Development

• Packaging

• Branding & Communications

• Sensory

• Qualitative

Danni findlay main stage - 2013

Marketing

Transcript of Danni findlay main stage - 2013