The motives and behaviour changes of consumers in food retail’s ‘new normal’
Will the consumer changes in motives and behaviour caused by COVID-19 be temporary or permanent? And, what can food retailers do to bring their customer some relief in these challenging times? We studied consumers around the globe so that we continue to offer our clients, the leading food retailers, top of the bill strategic loyalty- and digital- services while they face one of their most challenging times.
Big data tells you what, small data tells you why
We approach innovation by deep diving into the needs, minds and motivations that shape consumer behavior. Without truly understanding why your consumer is doing what, innovation is far from being found. Our UX Researchers are design thinkers with a natural curiosity and empathy, and the necessary skills to conduct deep user interviews and ask the right questions.
We use a rich stream of proprietary tools and methods such as interviews, context chats, consumer safaris, experience maps and generative sessions. With this fuel of insights we create breakthrough user experiences with strategy, research, design and agile development. We believe that research is not intended to make the researcher smarter and to create piles of research documents. We want to bring the consumer to life in all steps of the design process and with every stakeholder.
IceMobile research tools and solutions
An Experience Map is the way we visualise insights and opportunities in a visual story, allowing this information to be shared more easily. It discovers the why beyond the what, so that you can find the consumer answers to your business questions.
Immerse yourself in the real life of your consumers during a consumer safari. We collect consumer insights from the place where your target group is, on a big event like a fair or at their own homes.
CX Sparks are powerful CX drivers or insights that sparks direction for innovation or problem solving in any retail context. Understand the 9 essential CX moments and use these moments to improve products, services, or programmes. Our tool consist of a card deck, a bootcamp and co-creation sessions.
With Context Chat we chat with a group of users through their preferred medium WeChat, Whatsapp, Line etc. We can see what matters to them in their own environment and over a longer time. Next to answering questions, consumers can send us pictures and videos of their experiences to make the insights a lot richer than your average survey.
Pulse testing means continuously testing. We follow the iterative heartbeat of agile working and test in smaller sessions every development sprint. Our scrum team members become the reporters, as they watch the usability testing remotely, and write down the improvements immediately. No long reports and a real sense of urgency, with fuel for the backlog right away.
Consumer Themes 2020 Insights report
Do you know about the essential themes to enhance every consumer experience in retail? We deep dived into five themes that shape today’s and tomorrow’s world of food retail. These themes correspond with the different topics relevant in our Strategy 2025. As a result, we created a Consumer Themes 2020 Insights report.