Start with a decision

Choose one question: whether to change positioning, improve fit information or create a second-purchase journey. Define what the team will do differently when the research is complete.

Recruit deliberately

Include relevant first-time, repeat and lapsed purchasers. Match the language and interview format to participants. Document the limits of the sample.

Follow the purchase story

Ask about the trigger, alternatives, product comparison, delivery, fit and returns. Explore a recent occasion rather than asking participants to invent an ideal shopping journey.

Turn learning into a test

Separate observed evidence, interpretation and assumptions. Prioritise a recommendation with a named owner, a measurement window and the next evidence needed.

THE NEXT CALL IS YOURS

Bring a real question.
Be ready to challenge the plan.

Put the customer need, the evidence and the commercial outcome on the table. A recommendation should be able to defend its place.

Put your brief forward

An original strategic framework. No completed client study or measured brand result is claimed.