Consumer

Trusted by household names for evidence-based business decisions

Developing strategies for sustainable growth and customer retention.

Serrula specialises in brand equity research and analysis. We’re experienced in value proposition exploration, persona development, and fast, responsive reputation management when circumstances demand.

Our work includes creative campaign testing and product development for electronics, automotive, hospitality, apparel, personal care and other fast-moving consumer goods (FMCG), drawing on our extensive database of demographically-profiled consumers.

Trusted by industry leaders

Case studies

Exit surveys in a pop-up store in a large London shopping center

• 1000 participants
• London, UK
Facilitated and monitored a quantitative 1000-person KPI survey on on behalf of a leading electronics brand. Completed follow-up in-person interviews with a hand-picked representative selection of visitors and reported findings.
Brand attitude and product testing for a Korean cosmetics and beauty company

• 30 focus group participants
• London
Focus groups with a range of demographic profiles, as well as varying interest in and usage of K-beauty products. Deliverables included real-time video links with simultaneous translation, transcripts and video, moderator reporting and client debrief.
Creative campaign testing using advanced facial recognition

• 1000 participants
• London
Recruited and surveyed a highly structured sample of approximately 1,000 respondents, with a lead time of only two weeks. Conducted TV ad testing in a central London viewing facility, using an advanced facial recognition app to track respondents' reactions in real time.
Electric vehicles mystery shopping

• UK (nationwide)
• 6 interviewees, plus mystery shopping visits
Comprehensive study involving in-depth interviews with car dealership sales managers and strategic specialists/sales directors, as well as a programme of mystery shopper visits to showrooms in Birmingham, Bristol, Glasgow, London and Manchester. This project produced a snapshot of current opportunities and challenges in the UK electric vehicle market.
Post-COVID customer behaviour study for a multinational food corporation

• 15 participants
• UK, Australia
In-depth interviews with pro-am athletes to understand how behavioural norms have changed, looking at eating habits, protein intake and frequency/intensity of training to inform product development and marketing materials.
Persona development for a leading recipe box company

• 16 in-depth studies
• UK
Face-to-face interviews with ‘super-users’, existing and potential customers combined with ethnographic studies in their homes. Deliverables included presentations to the commissioning management team on key findings, drawing out patterns and making data-driven recommendations.
Virtual home assistant study

• 36 participants
• UK, Japan, USA
Gaining an understanding of how digital home assistants fulfil customer needs, uncovering pain points and new ideas to create optimal user experiences.
Luxury dining experience research

• 10 participants
• London, UK

Recruited London-based millennial luxury consumers to experience an evening of high-end dining and entertainment at an iconic venue, afterwards providing in-depth feedback to clients, as well as images and videos.
Brand perception study for a well-known electric vehicle manufacturer

• 21 participants
• London, UK

Research project involving recruitment based on demographics, automobile purchase behaviour and intentions, preparatory task supervision, three 120-min focus groups conducted in a central London facility and post-interview analysis.