Case study

Borough Market



The Borough Market team wanted to gain a deeper understanding of who is visiting the Market – to re-visit and refresh their current customer segmentations – to understand where they’re visiting from, gather insight on the current awareness and understanding of the market and the traders, and to learn the key drivers and barriers to customers visiting. The insight will help shape the next phase of their future strategy.

Our Approach

Using a three-step research approach, KAM carried out quantitative online surveys, face-to-face interviews at the Market and virtual focus groups which allowed us to gather opinion from existing Borough Market customers as well as lapsed/infrequent customers and also future, potential customers to give a truly 360 degree view of the current situation and the opportunities which exist.

The Outcome

We were able to identify the Market’s key audiences and gain a comprehensive understanding of their behaviour and perceptions which was presented back to the Borough Market team. KAM held a workshop with the Borough Market team to present the findings which focused on actionable recommendations to improve customer experience, drive trial and increase visit frequency and spend. The insight is being fed directly into their long-term strategy and comms approach.

KAM were quick to organise the research logistics and the results from each stage of the project were clearly summarised.

This insight is essential for informing the roll out of our long-term strategy and communications approach.

Working with KAM was a pleasure throughout.”

Rebecca Owen, Marketing Manager 

Who we help


As a brand or supplier in the dynamic world of UK hospitality and food service, staying ahead of trends and consumer preferences is crucial. We offer tailored insights and strategic guidance that enable you to make informed decisions, seize emerging opportunities, and create products that resonate with your target audience.



In the fast-paced world of hospitality and food service operations, delivering exceptional experiences while optimising efficiency is paramount. KAM provides you with the insights and strategies needed to streamline your operations, enhance guest satisfaction, and achieve sustainable success.


Service Providers

As a tech company, agency, or service provider, your role in the UK hospitality and food service sectors is pivotal. KAM Insight offers comprehensive insights that allow you to develop innovative solutions and strategies that cater to the evolving needs of your clients.