Case studies Technology
How shoppers made sense of a telecom store section
Focus groups and store visits tested possible signage and names for a section serving business and consumer shoppers.
- Message & Creative Development
- Qualitative
- B2B + consumer
The objective
A telecom provider needed a name and sign system for a redesigned store section serving business and consumer customers.
The research design
Participants discussed the category, visited a store to examine current and proposed signs, then returned to the group to compare the experience.
The outcome
The provider chose the section name and used the findings to organize its in-store signs.
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