One of my fondest research projects in school where we needed to research a well known brand and find gaps in their brand and associated user experience. I worked on a team of 6 for this project, and as luck would have it, we all knew Shoppers well and, like many other Canadians, have grown to love and depend on their stores.
For this Qualitative research, we all tasked each other to go to a different store in the city, and do specific research. Research topics included:
Layout
Accessibility
Price
Target Audience
Brand tone
Customer service
Atmosphere
Brand values
External Vicinity
Store hours
We also decided that we would take pictures of and around the store, interact with staff, and we would all buy a pint of Ben and Jerry's ice cream, and take notes of how we were feeling and what we were looking for at each step of the process.
