+44 (0)203 693 3150

Coca Cola Research Case Study

Coca Cola B2B Retail Study

The Challenge

Coca-Cola wanted to understand how its products were presented and experienced on the Londis website, and how this digital environment influenced purchasing behaviour. With online grocery journeys becoming increasingly important, the challenge was to assess whether Coca-Cola’s presence supported easy discovery, confidence and conversion.

The client needed a detailed, behaviour-led understanding of how shoppers navigated the site, searched for products and responded to imagery, pricing, promotions and descriptions, in order to identify improvements that would optimise the user journey and drive stronger purchase outcomes.

Soft drinks market research

Research Objectives

The research aimed to build a clear understanding of how shoppers engaged with Coca-Cola products within an online retail environment. The key objectives were to:

  • Understand how customers search for and locate Coca-Cola products on the Londis website
  • Explore reactions to product imagery, descriptions, pricing and promotions
  • Identify which elements of the website supported or hindered purchase decisions
  • Assess how different product search scenarios influenced behaviour
  • Understand how website design and content could be optimised to increase conversion

These objectives were designed to inform improvements to both brand presentation and user experience.

Research Approach

Vision One employed a mixed-method research approach, combining depth and behavioural observation. The approach included:

  • Seven one-hour in-depth interviews to explore attitudes, expectations and decision making
  • Seven website usability tests using mobile eye-tracking glasses
  • Observation of real-time browsing behaviour and visual attention
  • Four realistic shopping scenarios, including a usual shop and targeted product searches
  • Evaluation of how customers interacted with navigation, search, imagery and promotions

This methodology provided rich insight into both conscious feedback and unconscious online behaviour.

Findings

The research revealed clear patterns in how customers searched for and evaluated Coca-Cola products online. Shoppers rarely used the product catalogue, instead favouring the search bar, particularly when supported by predictive text and images. High-quality, clear, three-dimensional imagery with visible pricing was critical to driving confidence.

Product descriptions played a key validation role before purchase, while promotional sections such as Top Deals were explored by all participants to ensure value. Together, these findings highlighted the importance of clarity, visibility and reassurance in driving online conversion.

Action & Recommendations

The findings informed how Coca-Cola and Londis could refine the website experience to improve navigation, product visibility and purchase confidence.

Recommendations focused on optimising search functionality, improving image quality and consistency, strengthening product descriptions and ensuring promotional areas were clearly surfaced. These actions provided a clearer, more intuitive shopper journey, helping to remove friction and maximise purchasing behaviour in an online retail environment.

Specialist Food and Drink Research Agency

Related Services

Ethnography
Brainstorming Sessions
Online Surveys
International Research
Qualitative Research
Quantitative Research
Aerial shot of a suburban neighbourhood showing rows of houses, green gardens, and tree-lined streets.

Saxon Weald is a leading charitable housing association providing high-quality, affordable homes and services across Sussex and Hampshire, helping communities thrive through long-term investment.

Saxon Weald Housing Corporate Plan

A2Dominion Customer Case Study Vision One

The Challenge A2Dominion produces an Annual Report to communicate performance, priorities and progress to its residents. However, the organisation wanted to better understand how this report was perceived by different customer groups. The challenge was to move beyond internal assumptions and gain genuine resident feedback on the report’s content, structure, design and digital execution. A2Dominion needed insight into whether the report felt relevant, accessible and representative, and how effectively it communicated the organisation’s purpose and priorities to customers across different tenures. Research Objectives The research was designed to capture resident-led feedback to inform future development of the Annual Report. The key objectives were to: Together, these objectives aimed to ensure the report better reflected resident needs and expectations. Research Approach Given the exploratory nature of the project, Vision One implemented a qualitative research programme. The approach included: This approach ensured insight reflected the diversity of A2Dominion’s customer base. Findings The research provided rich, resident-led insight into what mattered most to A2Dominion customers. Participants highlighted how different elements of the report influenced understanding, trust and emotional response. The findings clarified which content resonated, which areas felt less relevant, and how tone and structure affected accessibility. Importantly, residents emphasised the importance of…

A2Dominion Housing Research Study

Onward Living Housing Case Study by Vision One

The Challenge Onward Living specialises in the sale of new-build homes, primarily to first-time buyers through shared ownership. During the COVID-19 pandemic, significant uncertainty emerged around employment, income stability and the housing market. Onward Living needed to understand how these changes were affecting both short- and long-term home-buying intentions. The challenge was to assess how the pandemic was influencing buyer confidence, decision timelines and appetite for shared ownership, and to identify how housing providers could adapt their approach to reassure buyers and remain relevant during a period of economic instability. Research Objectives attitudes and intentions among prospective homebuyers. The key objectives were to: Together, these objectives aimed to inform Onward Living’s strategy and communications during disruption. Research Approach Vision One conducted a quantitative online survey to capture shifts in buyer behaviour and sentiment. The approach included: This approach enabled robust comparison of attitudes across different stages of the pandemic and provided scalable insight. Findings The customer research showed that COVID-19 had a significant impact on the decisions of those planning to buy a home within the next 12 months. Concerns around household income, economic stability and future house prices were key drivers of hesitation. Shared ownership became more appealing under…

Onward Living Housing Research Study