After introducing a new product range, No7 wanted to understand how shoppers were encountering and interacting with products and packaging in store environments. In doing so, they could develop a true understanding of the relationship between the semiotic cues used by shoppers, and what it means to be a brand.

In order to do this, we arranged for participants to meet at the store entrance and embark on a monitored journey through the store in order to assess the true impact of the ‘Say Do Gap’. When we packaged these findings into an integrated report, differences between markets (and especially between the US and the UK) became apparent, allowing No7’s design teams to optimise future packaging and arrangement.