CUSTOMER UNDERSTANDING TO DRIVE CRITICAL BUSINESS DECISIONS
NQ64 is a business that is growing and growing fast. Having opened 9 sites since 2018 it was important that they took an opportunity to step back and assess the offering. As a mostly ‘walk-in’ experience they didn’t have many data points, so an insight project was vital to understanding their guests, how and when they use the venues and what they think of the experience.
KAM identified the need to speak to NQ64 customers and ‘non’ customers to understand what keeps people coming back and what barriers need to be overcome. In a two-step approach we firstly carried out face to face interviews with customers in venue focusing on their experience. Then, we ran online surveys with high potential customers who lived close to the current NQ64 venues focusing on their decision making when choosing to go out and NQ64s competitive set.
The knowledge gained from the study helped NQ64 understand which areas of their offer were delivering and which had room for improvement. Results showed how each served a different occasion depending on the role it played in that city, allowing NQ64 to adapt the offer across their estates. Recommendations addressed operational and service improvements through to how to refresh their marketing and comms. Through comparing the thoughts and feelings of those in the venue, vs potential customers results were able to address the lever that can drive both trial and loyalty of the venue.
“KAM showed a brilliant understanding of the experiential leisure market and were an easy choice for us when looking for a partner for this project. The research was conducted quickly and painlessly, and the project was delivered ahead of schedule with data presented in an easy to understand and relevant way. Working with Laurence and Katy has been a real pleasure.
The project has solidified our confidence in the brand and guest experience and given us some critical focus areas to grow the existing estate and continue opening new sites.”Clint Ghent, Operations Director
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.
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.