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CO-OPERATIVE CHILDCARE

Consumer Research

‘S2 were great to work with, delivering on our project objectives with a reassuring consultative approach.’  Gemma Allardyce (Head of Central Operations, Co-operative Childcare) 

Co-operative appointed S2 to undertake a market research project to understand existing customers’ (parents’) perceptions of the company’s brand values and interest in being able to become involved in decisions at a local level.

Co-operative Childcare was about to undergo a rebrand to reposition itself, reinforce the Co-operative difference and improve relevancy to their target audience. The market research project was conducted across existing customers (parents) at 3 different sites to explore parents’ perceptions, feelings and assumptions around core areas of the Cooperative. Our research gave Co-operative Childcare feedback on current attitudes and perceptions of brand values, how the new branding was perceived and identified how parents would like to become more involved in decisions at a local level.

S2 set-up and managed 3 customer focus groups across different sites. A mixed sample group participated in each focus group, which were 1.5hr discussion groups led by a moderator.

The research provided the feedback Co-operative required to gauge current understanding of the company’s brand values and philosophy. It also provided instant feedback on the current rebrand and helped elicit levels of interest from parents on becoming more involved in decisions at a local level.