John Lewis

Understanding customer needs across multiple categories

In an increasingly diverse society, inclusivity is paramount when it comes to brand strategy. John Lewis understood this, and wanted to understand how they could better meet the needs of Ethnic Minority shoppers in the UK across their stores.

We employed digital ethnography and focus group discussions feeding into a quantitative study, sizing and identifying headroom across a wide range of categories, from food to fashion – highlighting barriers to address and opportunities to pursue.