Aim
Dunelm is one of the largest homewear retailers in the UK, turning over £1.77bn, employing over 11,000 people.
Dunelm’s brand agency, ShowPony, reached out to MMC Research in a quest to measure three sub-brand naming concepts with consumers.
Work
MMC Research designed a 10-minute survey completed by 1,000 UK consumers. The sample comprised AB adults aged 25+, all of whom were homeowners, the decision-makers for the product line in their household, and invested regularly in their home furnishings.
Three brand concepts (logos and in-situ examples) were shown to the participants and questions were asked around concept, pricing and competitor comparisons.
Output
The output was an engaging PowerPoint report that addressed each brand concept, highlighting statistically relevant variances in opinions relating to whether they were Dunelm customers or not; providing anonymised quotes alongside data to bring the data to life.
MMC Research then conducted a presentation with both the ShowPony and Dunelm teams and we’re excited to be conducting research in the future where we’ll be testing the final brand positioning piece with consumers prior to full launch.