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WDG - Bringing clients closer to their customers

Viking office stationery retailer brings merchants and customers closer

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Viking needed its merchants to have a greater understanding of its customers and had a number of pressing questions requiring in-depth answers.

WDG Research decided the best approach was qualitative, with key merchant managers co-moderating the research. Customer segments were divided into groups, and the clients worked with the moderator to drill deeper into specific topics.

The outputs from the research helped the merchants to develop their operational plans for the forthcoming year. 

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