Argos Ltd - The Quali-Bus

Akadine carries out a considerable amount of qualitative research for Argos Ltd. A recent experiment proved valuable and may well be considered as a permanent feature of the company's research effort.

The Quali-bus is a panel approach to a constant need for qualitative feedback on a regular basis from the mainstream customer base. A series of group discussions is run each month on pre-agreed dates. Each subject to be discussed forms a part of the standard group content - in its own right not sufficiently complex or detailed to require a project of its own. So tactical problems that arise in the normal course of the marketing activity can be 'slotted in' to the next session. This provides effective research with a short lead time and a fast response. Findings are reported back within one week usually in a written format but can be presented if specific issues require discussion.

Customer input becomes part of the development process; marketing and product managers become tuned to the need to put forward ideas to be included in the monthly panel. Uses have included: evaluation of the range within specific product areas; design changes to gift vouchers; operational alternatives to dealing with prices changes; acceptability of cross promotional activity.