Knowing how and where to arrange everything is a key challenge for homeowners. Wilko wanted to explore the potential for brand growth and development by testing three innovative storage product range propositions with their customer base.

By interviewing a sample of parents with spotless homes, and using in-depth focus groups to explore different solution options, we demonstrated the strengths of each, and analysed emotional responses. Our research hence provided a clear overview of each proposition’s performance, offering direction and detail on where further efforts must be focused to succeed with and inspire Wilko customers.