Retail & FMCG

Retail & FMCG


The Mustard team includes researchers with retail and FMCG client-side experience. Our research has engaged with customers, prospects, lapsers, suppliers, buyers and independent retailers. Our clients range from major grocery multiples through to aspiring entrepreneurs looking to launch new brands and businesses.

Retail & FMCG research expertise

Online communities

We have worked with Pets at Home for several years, including online communities of cat and dog owners that allowed the business to better understand its VIP club members, and provided insight across the whole business.

Customer satisfaction and CX

We have delivered several programmes over the years, including customer satisfaction tracking for Iceland. We have delivered ad hoc programmes to understand satisfaction and customer experiences for Brighthouse in key categories, including furniture and electricals, and have conducted follow-up consultation with dissatisfied customers.

Brand research

We have delivered exploratory brand research for Tangle Teezer – to understand brand perceptions (strengths and weaknesses), hair care routines, and to understand which brands / brush types people use when and why – including what encourages switching. We have also delivered brand perception studies for organisations including Rohan and Franke.

U&A (needs and behaviours)

We have delivered qualitative research programmes that allowed a major grocery retailer to better understand needs and behaviours of consumers within various categories (including Deli and BWS). We have delivered programmes to understand backpack decision making processes. We have also used video observation techniques to understand at-fixture decision making in toilet tissue.

Communications development / testing

Our research helped inform Tangle Teezer’s “30 days to Yeah Hair” campaign – we proved healthier looking hair was possible just by switching brushes. Quantitative research has allowed businesses such as Dr Browns and webuyanycar.com to make product / service claims, and we have tested advertising messages for Brighthouse. We also help businesses (such as Express Gifts) with catalogue design.

Proposition / Concept testing

We helped a UK grocery multiple finalise its decisions regarding a partnership with a celebrity chef. We helped a client launch a new hair removal cream. We have also helped Tangle Teezer launch new products (such as the blow-styling brush and Thick n Curly detangler)–testing via online forums / diaries and workshops. We have also delivered hall tests to inform buying plans for a high growth homewares business.

Our people


Our people are our business. The Mustard team is an eclectic mix of skilled, passionate researchers and strategists. We’re all in the job to make a difference, and love nothing more than seeing our clients win.

Our Thinking


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