Moe’s had never conducted consumer research and they selected Alexander Babbage to do so. They wanted to know who their customers were and why they came to Moe’s.
Through intercept surveys conducted in the stores, Alexander Babbage provided them the demographic profile of their customers segmented by their dollar-value. By comparing this information to the trade area, Moe’s was able to see which demographics were the strongest and where they had little traction.
Research helped fine-tune their marketing positioning, advertising strategy, site selections and expansion plans and grew into a long-term research relationship as the brand exploded from a single company-owned store to over 350 franchised stores prior to being sold to Focus Brands.
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