Shortlisted for the AQR Qualitative Excellence Award
We’re delighted to have been shortlisted for the AQR Prosper Riley-Smith Qualitative Excellence Award, for our work with George Home.
In response to an extension of the George Home brand, the shortlisted research unpicked participants’ relationships with their homes. How did they approach the process of decorating, furnishing and accessorising their home? How did the journey differ depending on their confidence, enthusiasm and means? What were the triggers and barriers within home decoration?
Two key considerations underpinned our methodology. Firstly, we needed a behavioural approach that would reveal the intricacies of customers’ shorter and longer-term relationships to interior design, identifying both the aspiration and reality. And secondly, the output needed to help colleagues ‘live and breathe’ the George customer.
Together we devised an extensive programme of customer research and knowledge pooling, bringing together the expertise of researchers, insight specialists, designers, marketeers, buyers and merchandisers to build a set of customer typologies. A rich combination of large-scale smartphone ethnography and in-home interviews inspired the team, with the final typologies brought to life by The Big Picture’s in-house visualiser.
We’re really pleased to have had the amazing work of The Big Picture and our George colleagues recognised.
The winner will be announced at the MRS Awards in December. Fingers crossed!