This was required to direct the development of the brand marketing strategy and the subsequent redesign of brand packaging. The research started with a qualitative stage consisting of 6 focus groups at 2 locations (current, lapsed and potential customers) to explore general customer perceptions and attitudes towards the Ringtons brand.
This was then followed by a quantitative stage of 700 telephone interviews (CATI) with similar customer groups to quantify the findings from the focus groups in terms of perceptions of the brand and the key “likes” and “dislikes “ of the products and services that Ringtons delivered at the time.
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