London based branding agency BEAR, were tasked with the development of a new brand identity and repositioning strategy for their client; a luxury bed and mattress retailer. Snap Out were commissioned to test the new brand concepts with both existing and potential customers in order to gain a greater understanding of the new target market.
Snap Out tested the brand concepts through a series of focus groups with people that had and had not bought items from the client before. The focus groups explored views toward the new brand narratives and creative output that had been developed by BEAR.
This was an interesting project for Snap Out. We delivered insights on current customer buying behaviour and their pain points. The focus groups discussed perceptions toward the current brand and potential options for new narratives. We painted a picture of how new brand concepts and narratives were being made sense of and the ways it was communicating and being perceived by customers and potential customers. We provided BEAR with detailed, aggregated and anonymous feedback on each aspect of the brand: logos, straplines, functional descriptors, colour palettes and images as well as indicative website and advert layouts.
“As part of any branding exercise it’s always insightful to get real input from a brand’s existing or potential customers. Snap Out delivered a set of well-run, professional focus groups with an impossibly short amount of prep time, they were invaluable throughout the project.”
Laura Hodgson, Account Director, BEAR London