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21. INSIGHTS

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Entry Title Affinity Ranging Solution
Category 21. Insights
Company Name Sony Pictures Home Entertainment
Client Company Name Sony Pictures Home Entertainment
Entry Number 21-001
Year Entered 2018
Describe the challenge or opportunity requiring shopper insight. What were the objectives?
Sales of Catalogue DVDs and Blu-Rays (product older than 12 weeks old) were down 19.1% year on year causing retailers to reduce the amount of space they give to the DVD category. However 1 in 4 people in the UK still bought a DVD or Blu-Ray last year so we know there is plenty of life in the physica....
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Describe why the insight methodology was used.
The DVD/Blu-Ray market has been declining in the UK for 10 years. We felt we needed to really get to the root cause of the decline so we commissioned a quant and qual research project to uncover the pain points and frustrations of our shoppers. This allowed us to focus on insight-led solutions, addr....
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What impact did the insight results have on the end project/ campaign/ work?
Without the insight-led approach to finding a solution we would not have gone down the path of bringing recommendations in store to validate shoppers’ purchases, while the end solution has had excellent results.We first trialed the concept in Tesco and Sainsbury’s.To analyse the results we used a te....
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What features of the entry make it innovative?
Most things have been tried – The way DVDs have been merchandised in brick and mortar stores has largely remained unchanged for 30 years so finding a way to truly innovate (and buck the long sales decline trend) in such a mature market is a great achievement. In an industry that’s often focused on o....
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Entry Title Beauty from the inside out
Category 21. Insights
Company Name Vitamin
Client Company Name Sally
Entry Number 21-002
Year Entered 2018
Describe the challenge or opportunity requiring shopper insight. What were the objectives?
Context Sally is a brand which started as a single store in New Orleans and has grown to be the first choice for specialist hair and beauty products in the UK and Ireland. Sally serves both professional and retail customers, to provide the ultimate shopping experience with unrivalled range, choice, ....
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Describe why the insight methodology was used.
Pre-implementation insight A qualitative research methodology was employed between 1st and 20th March 2017 across three stores – High Wycombe and New Oxford Street, which were both retail and trade stores, and Milton Keynes which was trade only. The three stores were selected as they were representa....
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What impact did the insight results have on the end project/ campaign/ work?
The insight results identified some key overarching themes which were relevant across the whole store environment and impacted multiple categories. These were as follows. Customers wanted to move the dial from functional to emotive Customers cited the need for a more uplifting and exciting store exp....
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Entry Title Insights Category - GSK Winter Remedies
Category 21. Insights
Company Name Geometry Global
Client Company Name GSK
Entry Number 21-003
Year Entered 2018
Describe the challenge or opportunity requiring shopper insight. What were the objectives?
GSK wanted to drive respiratory category growth by activating their portfolio of Cold & Flu products. This opportunity had been highlighted in an earlier Cold & Flu Review, which showed GSK could drive growth by providing consumers a range of products to help prevent, treat and recover from their Co....
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Describe why the insight methodology was used.
• The Consumer Panels: The Consumer Panels are a research and insight resource harnessed by GSK on an ongoing basis. The insights drawn from the panel data are used across multiple business functions including marketing, category management, analytics, shopper and insight, as required. The panels mo....
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What impact did the insight results have on the end project/ campaign/ work?
As a business GSK is uniquely placed amongst the competition as a provider of brands and products to address all the symptoms of Cold & Flu. By combining the two insight methodologies, we were able to build a strategic platform to unlock portfolio activation in Cold & Flu by putting symptom identifi....
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Entry Title Shell - Deli2go Health & Wellness
Category 21. Insights
Company Name HRG UK Limited
Client Company Name Shell U.K. Limited
Entry Number 21-004
Year Entered 2018
Describe the challenge or opportunity requiring shopper insight. What were the objectives?
Shell’s commitment is about making journey’s better to address all of a customer’s changing needs. With customers spending more and more time in their cars and being time poor, convenience is a key driver in making their brand choice. Shell, as part of their commitment in making life’s journeys bett....
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Describe why the insight methodology was used.
The brief from Shell was to create a positioning and tone of voice for deli2go that would help establish its brand credibility in the ‘health & wellbeing’ food to go market place. Ultimately it had to be on the radar for service station users who are lovers of wholesome food. We firstly approached t....
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What impact did the insight results have on the end project/ campaign/ work?
The research & immersion stage of the project led us to identify key themes or pillars that the key players in the health & wellness food to go arena position themselves within. We identified these as: -FUNCTIONAL FORM: i.e. by occasion, or ingredient benefit led -INTERNAL GLOW: the feeling of how t....
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