Co-Op Vision One Case Study

Co-Operating Together

Collaborating with the UK’s largest Cooperative and the Central England Co-op to understand their customer needs and aspirations in order to develop their brand and proposition.

We have worked with some of the biggest and best brands out there, discovering new insights, innovating brands and products and inspiring change through the journey of research.

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Co-Op Vision One

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The Challenge

Central England Co-operative (CEC) is one of the largest independent retailers in the UK, with over 400 trading outlets. In the process of defining CEC’s purpose, vision, and values, initial internal research highlighted a need for more extensive research amongst a range of key stakeholder and interest groups. Vision One was commissioned to develop and conduct a large-scale research programme to ensure all areas of interest were met.

Research Approach

We used a comprehensive range of research approaches, incorporating qualitative focus groups, quantitative online survey with target customers and exit surveys amongst shoppers. The research was also conducted among staff and key stakeholders.

Research Findings

Our research provided a wealth of key insights, including brand mission and values, along with consumer preference for a new strapline (and the reasons behind this choice). Following the research, CEC were able to further shape and refine its brand purpose and values, and their new strapline – “Let’s co-operate” – has now been integrated into a series of new marketing executions.