Sainsbury’s:
keeping the customer at heart

This has allowed us to act as the voice of the consumer"

Sainsbury's is the second largest chain of supermarkets in the United Kingdom.

We have been a significant and trusted insight partner to Sainsbury’s for nearly seven years, leading an extensive brand and ad tracking programme alongside a varied programme of ad hoc research projects.

The Challenge

In an increasingly busy and cluttered sector, it can be difficult to maintain a competitive edge.

Through the brand tracking programme, we have helped Sainsbury’s truly understand grocery shoppers: what is of most importance to them; how they shop; and how their perceptions of brands have evolved over time.

Our approach

This has helped give Sainsbury’s the competitive edge it needs and has acted as an early warning system for any significant movement in what is a mature and established market.

Our heritage and experience in communications research has enabled us to utilise advertising tracking to guide Sainsbury’s towards maximising their advertising investment both above and below the line, ensuring it is cutting through effectively, is always on brand, and is having the desired outcome, whether behavioural, rational or emotional.

The outcome

Outside of the tracking programme, we have used a wide range of approaches to get under the skin of Sainsbury’s customers, including online surveys, covert in-store observation, quantitative store exit surveys and qualitative in-depth interviews.

This has allowed us to act as the voice of the consumer, provide Sainsbury’s with robust insight, and deliver meaningful and actionable recommendations, all the while keeping the customer at the heart of the business and ensuring commercial efficiency.

I wouldn't hesitate to recommend the team at Savanta. They combine professionalism and proactivity with an ongoing desire to learn about and add value to Sainsbury's via a wide range of research projects and programmes."

Head of Insight, Sainsbury's



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