+44 (0)203 693 3150

Central England Cooperative Brand Research Case Study Vision One

Coop Customer Segmentation Study

The Challenge

Central England Co-operative (CEC) is one of the UK’s largest independent retailers, operating over 400 trading outlets. As part of a strategic exercise to define and refresh its purpose, vision and values, early internal work highlighted the need for broader, more inclusive insight.

The challenge was to ensure that CEC’s evolving brand direction genuinely reflected the views of customers, colleagues and key stakeholders. Vision One was commissioned to design and deliver a large-scale research programme that could capture these perspectives and provide a robust foundation for future brand development.

Coop customer segmentation study by Vision One

Research Objectives

The research was designed to inform the development of CEC’s brand purpose, values and messaging. The key objectives were to:

  • Understand perceptions of CEC’s existing brand purpose and values
  • Explore expectations among customers, staff and stakeholders
  • Identify what differentiates CEC within the competitive retail landscape
  • Test and refine potential brand narratives and positioning
  • Assess consumer preference for alternative straplines and understand the reasons behind choice

Together, these objectives aimed to ensure CEC’s brand direction was authentic, relevant and widely supported.

Research Approach

Vision One implemented a comprehensive, mixed-method research programme to capture insight from multiple audiences. The approach included:

  • Qualitative focus groups to explore attitudes and emotional connection to the brand
  • A quantitative online survey among target customers to validate findings at scale
  • Exit surveys with shoppers to capture real-world perceptions
  • Research conducted among staff and key stakeholders
  • Integration of insight across audiences to identify shared themes and tensions

This approach ensured that brand decisions were grounded in broad, representative insight.

Findings

The research delivered a rich understanding of how CEC’s purpose and values were perceived across audiences. It identified the elements of the brand that resonated most strongly and clarified expectations around CEC’s role as a co-operative retailer.

Importantly, the research also tested responses to a new strapline, revealing clear consumer preference and the underlying reasons driving that choice. These insights provided confidence that the emerging brand direction aligned with both internal ambition and external expectation.

Action & Recommendations

Following the comprehensive segmentation research with clearly defined audiences, CEC was able to refine and strengthen its brand purpose and values with confidence. The preferred strapline, “Let’s co-operate”, was adopted and integrated into new marketing executions, ensuring the brand’s co-operative ethos was clearly and consistently communicated across touchpoints.

Coop Customer Segmentation Research Agency
Kendra Furey, Head of Brands (Vision One)

Related Research Services

Brainstorming Sessions
Consumer Research
Focus Groups
Innovation Research
Online Surveys
Qualitative Research
Quantitative Research
The Perfume Shop Fashion Case Study Vision One

The Challenge The Perfume Shop is the third-largest fragrance retailer in the UK, with over 260 stores nationwide. In-store traffic counter data suggested that shopper conversion rates were not being maximised. The challenge was to move beyond footfall metrics to understand who was visiting stores, how they behaved once inside, and what differentiated high-conversion stores from low-conversion ones. The business needed clear, actionable insight into shopper behaviour and decision drivers to identify where operational changes could meaningfully improve conversion across the store portfolio. Research Objectives The research was designed to provide Allianz with The research was designed to diagnose the drivers of in-store conversion and identify opportunities for improvement. The key objectives were to: Together, these objectives aimed to translate shopper insight into operational action at the store level. Research Approach Vision One conducted a large-scale exit interview programme across the UK. The approach included: This approach enabled real-world insight into shopper behaviour at the point of decision. Findings The research revealed clear and consistent differences between high- and low-conversion stores. Certain customer types were significantly more likely to convert, and specific behaviours and in-store factors emerged as key drivers of purchase. These included how shoppers engaged with staff, navigated…

The Perfume Shop Shopper Study

Culture Trip Travel and Tourism BV Case Study Vision One

Culture Trip Brand Tracking Video Case Study

Colloids Customer Case Study Vision One

The Challenge Colloids is one of the UK’s leading masterbatch manufacturers, operating across sectors including automotive and packaging. Following a period of rapid growth, the business recognised the need to better understand how employees experienced the working environment. The challenge was to move beyond anecdotal feedback and gain structured insight into staff sentiment across departments. Colloids wanted to understand how employees felt about communication, development opportunities and overall satisfaction, and to identify where improvements could support engagement, consistency and long-term organisational effectiveness. Research Objectives The employee engagement research was designed to provide a clear view of employee satisfaction across the organisation. The key objectives were to: Together, these objectives aimed to support a more engaged, informed and motivated workforce. Research Approach Vision One implemented a quantitative employee research programme using its Team-Talk approach. The methodology included: This approach ensured insight was inclusive, scalable and actionable across the business. Findings The employeeresearch confirmed internal hypotheses while also providing greater clarity on specific issues. Employees highlighted that internal communication could be improved, particularly through a more consistent approach across departments. There was also a clear appetite for better opportunities to develop and progress within the organisation. These findings demonstrated that while overall…

Colloids Employee Research Study