Boots

“Vox Pops got exactly the kind of quotes we were looking for and to a very tight timetable”.
(Jane Nodding, HR Manager - Boots Plc)

Project Objectives:
Boots approached Vox Pops International because they wanted to find out what different consumer groups thought about their range of products and services. Boots wanted to hear from consumers themselves so they asked VPI to produce a video which would help them understand the needs of minority groups and at the same time illustrate the issues for internal training meetings.

Methodology:
Vox Pops International conducted 15 interviews with members of the public including Boots customers and non-Boots customers. Recruitment was intercept and included male and female respondents.

Respondents in Bradford and Slough were asked whether Boots stock the right products for their needs and if not where they buy those products instead. The interviewer also probed on the issue of customer service to find out if respondents feel welcome in store and their views on advertising and marketing material.

After the fieldwork had been completed Boots were involved in the paper edit and helped choose quotes for the final video. Vox Pops International put the answers together and spiced up the edit with music, graphics and cutaways of consumers shopping in store to really help bring the shopping experience to life.

Results:
VPI produced a five-minute edited video that Boots have used to stimulate debate within the senior team on what different customer groups want from a chemist and how they could improve customer service by expanding the range of products available and modifying advertising material.

This Case Study appeared in our Autumn 2006 Newsletter.
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