The Morrisons Board wanted to better understand the lives and pressures of cash-strapped shoppers, a key target for the business, to establish how they could adapt their proposition to minimise shopper drift to the discounters.

Our immersion approach, comprising in home visits, shopalongs and workshopping, brought issues into sharp focus as a springboard for action. Our research resulted in twelve customer-centric recommendations that were approved almost immediately, proving the true value of ethnographic research and understanding when making decisions.