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Vector Consumer Innovation

Understanding markets and social consumers

Our projects usually have two common themes:

  • They provided findings which are deeper - and in some instances different to – the outputs from conventional approaches
  • They are based upon gaining a deeper understanding of the demand for services – by actually engaging much more fully with people in order to understand their behaviour and motivations.

The Vector portfolio includes the facing innovative approaches in researching consumers and citizens >


These projects provide a “warts-and-all” detailed understanding of consumer or public demand for products/services. Fortunately we have won the support of a core of clients who seek truly objective and actionable findings to meet the challenges of social change in the UK.

If you want to join this group, contact us

Projective techniques

Vector  has used projective techniques in several public sector settings. In one instance we explored barriers to use of public transport by middle and high income groups. The negative images of people which emerged in the collages were at odds with the outputs from traditional focus groups where “better public transport/more information” are often the conditioned and fairly predictable responses.

Another project involved role play with potential applicants for retail and hospitality jobs. A shoe retail space was created and respondents played the part of assistants responding to a customer entering browsing and seeking to purchase. The exercises were conducted before and after intervention in conjunction with experienced retail and hospitality managers – with respondents fully briefed prior to the exercises.

The project identified the relative strengths and weaknesses in terms of meet and greet, interpretation of customer need and up-selling skills.

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