The Brief
Aldi face specific challenges in newly opened stores. Aldi commissioned Progressive to explain the reasons for these challenges through exploration of consumer's experiences with Aldi and their perceptions of the brand.
Our Research Approach
The problem called for both qualitative and quantitative research techniques.
The exploratory qualitative research consisted of:
- 8 x 2 hour filmed mini groups with store walk around, with Aldi non-shoppers
- 4 x full groups with Aldi shoppers
- Vox-pops with both shoppers and non-shoppers
The quantitative research consisted of:
- 600 in-street interviews
The Output
The qualitative research enabled us to develop typologies based on shopping behaviour and attitudes towards Aldi, and the findings helped to form the basis of the quantitative survey. The objective of the quantitative research was to establish the typologies and to gather customer satisfaction measures which facilitated Brand Fingerprinting and Key Driver Analysis. Brand Fingerprinting analysis allowed us to determine how Aldi are perceived in relation to their core competitors, and Key Driver Analysis allowed us to determine crucial areas for Aldi to improve to ensure a more positive customer experience and positive perceptions of the brand.
Through the combined methodology we were able to answer the specific brief, provide clear reasons for their challenges and also suggest implementable solutions to the Aldi UK management team. We worked closely with the client to produce a DVD of the findings to distribute amongst the core UK staff.