B&Q – A Category Exploration

B&Q wanted to make a step change in the way in which they sold cleaning products to double their annual sales of the category in 2015

Investigating the cleaning category at B&Q

This research covered three different consumer and trade shopper segments to identify which of them offered the greatest potential to B&Q and to highlight their requirements of the cleaning category. A detailed understanding of the purchasing behaviour and attitudes of the potential shoppers enabled the B&Q Category team to develop a strategy to meet their sales targets.

To meet the objectives of uncovering the secret to success for three very different customer types, the research was a carefully selected mix of instore qualitative intercepts, quantitative exit interviews, online surveys, telephone b2b quantitative interviews and telephone b2b depth interviews.

This enabled us to build a complete picture of the market and highlight the greatest opportunities for B&Q.

B&Q Category Understanding

“Marketing Sciences Unlimited have provided us with a detailed understanding of the current market and have made actionable recommendations on the future direction for the category.

Since the research was conducted in 2014 it has formed a key element of our business case to successfully gain more selling space for the category in a high footfall area of the store” May 2015

Clare Whitfield, Lead Buyer – Cleaning & Housewares, B&Q

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Welcome to Walnut Unlimited: The human understanding agency.

Marketing Sciences Unlimited has evolved into Walnut Unlimited: The human understanding agency. At the heart of our proposition is a single concept – human understanding –underpinned with no-nonsense science to generate purposeful insights.

We want to help you better connect with your customers and believe these human insights deliver brand growth.

Created by bringing together all four of the Unlimited Group’s insight agencies: ICM Unlimited, ICM Direct, Marketing Sciences Unlimited and Walnut Unlimited we will deliver a new offer which is greater than the sum of its individual parts.

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