The John Lewis Partnership (John Lewis and Waitrose) had a great deal of customer data, but in a pressured environment, it was difficult for the team to surface the real, human stories behind the data in order to galvanise change.
We created a customer closeness programme that put the senior team in direct with customers on a monthly basis in a moderated environment
We began by recruiting a panel of Waitrose & John Lewis shoppers who were archetypal of their target segments. Respondents were pre-interviewed to ensure suitability.
We then focussed the panel on a different business issue each month, integrating existing research into the programme as we went: