Communications through
qualitative insight

How do you get people talking about communications in a traditional
high-street retailer?

The challenge

Boots is a staple of the UK high street and a perennially successful brand facing the ongoing challenges of an industry being transformed by changes in consumer behaviour and preferences. The business tasked us with the challenge of finding out what an overall population of nearly 68,000 colleagues think about communications within Boots, from channel preferences through to the communications culture embedded in stores across the UK.

The solution

Taking a qualitative approach, we are conducting focus groups and depth interviews with colleagues across the country, identifying the core challenges in engaging with different colleague segments and what they would like to see change. Importantly, these qualitative findings will be integrated with quantitative engagement data to build the bigger picture of insight across the engagement and communications space within the organisation.