Doblin Innovation Consultants

Identifying strategic opportunities

Home shopping, using e-commerce channels and also traditional catalogues, represents an important opportunity for retailers. The objective was to map and understand the customer journey – from researching the product or service being purchased through to ordering, delivery and use to identify growth opportunities for innovation.

Home shopping 1

Doblin (part of Deloitte) is a leading US based innovation consultancy. We acted as a cultural guide for the Doblin innovation team and carried out a module of ethnographic research into the habits and processes of home shopping across the UK to help develop new service concepts. The research included in-depth interviews, diary studies and participant observation.

The research provided a deep understanding of the needs of different market segments, which enabled future strategic growth opportunities for the client to be identified.

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