Dixons Carphone

Customer Proposition

Dixons Carphone, the parent company of Currys, PC World, iD Mobile and Carphone Warehouse needed to update and refresh its core brand proposition and brand look and feel to reflect the changing needs of the technology consumer. We delivered an iterative, mixed-methodology project that fed into each stage of the decision making against a tight deadline and complex stakeholder map


  • We explored current and past brand names in this space qualitatively), understanding the equity of each brand
  • We de-branded the research, ensuring a clean read on brand equity
Customer proposition
  • We tested a wide variety of different customer propositions in this space, getting under the skin of what customers need and respond to in different categories (mobile, white goods, tech)
  • We worked iteratively with the design agency to refine and re-test ideas as the fieldwork progressed
  • We ran an extensive quantitative test of the refined brand ideas and naming conventions in order to robustly determine the best course of action
  • We worked with multiple stakeholders within the business, working to embed the conclusions, clarify next steps and prioritise action

Insight Sherpas provided fast-turnaround insight and analysis on a new piece of proposition work. They balanced sound advice on the right way forward with a can-do, pragmatic approach, delivering a debrief that clearly contextualised the results and provided clear recommendations. They are particularly adept at engaging stakeholders with less insight experience and helping businesses become more customer focussed

Insight Sherpas Logo

We become part of your team
and tackle your challenges collaboratively,
from the inside, out.