Exploring Longitudinal Brand Value with Notonthehighstreet

150

community members

3-year

Insider's Lounge

Weekly

tasks

150

community members

3-year

Insider's Lounge

Weekly

tasks

The challenge

Capturing the mindset of regular and lapsed customers

Notonthehighstreet (NOTHS) wanted to re-engage lapsed customers by understanding the drivers behind their shifting purchase habits. They needed to identify the barriers preventing site visits and capture ongoing feedback on everything from competitive threats to the effectiveness of their marketing communications.

Industry

Online marketplace

Solution

Customer profiling

Format

Long-term community (Insider's Lounge)

Participants

150 members

Methods

Weekly tasks, discussion, continuous SWOT analysis

The approach

A long-term Insider Community on our platform

We established a bespoke, long-term research community that evolved from a three-month trial into a three-year Insider's Lounge.

Consistent engagement

We engaged 150 members in weekly tasks to explore their mindsets, purchase triggers, and unmet needs.

Tactical and strategic feedback

We explored topics ranging from gifting attitudes to granular feedback on UX, product optimisation, and website refinements.

Continuous SWOT analysis

The community provided a live SWOT analysis that informed both day-to-day tactical fixes and long-term new product development.

The result

Embedding the customer voice into the C-suite

The Insider's Lounge became a powerful internal tool with buy-in from the CEO down. The insights helped NOTHS get closer to their target customer and develop more effective strategic communications to drive retention and increase brand awareness.