Case Study - Retail Market Research (Communications)
Our Task
– Prove Teens Look ‘10 Years Older’.
- To highlight the difficulties retailers face in conducting accurate ID checks
- To give weight to the idea of checking for ID for anyone under 25.
Our Approach – street poll and depth interviews
Stage 1 – We took six, 16 year olds onto the streets of London and Glasgow and randomly stopped passers-by to guess their ages.
AND
Stage 2 – We conducted friendship interviews with the 16 year olds to gain their perspective on buying alcohol under age.
Our Result – proof of the difficulties faced by retailers. PR coverage in National newspapers.
The findings spoke for themselves. On average the 16 year old were estimated to be an average of up to 10 years older than their actual age.
Together with the insight from the teens themselves into the techniques used when purchasing underage the retailer used this as ammunition to enforce a stricter ID checking policy in-store. The research also gained coverage in National newspapers.
