Retail and FMCG research

The Mustard senior team includes client-side experience at Iceland Frozen Foods and Littlewoods Shop Direct Group. Furthermore, the team includes former Account Directors for major UK grocery retailers and international fashion brands.


Retail market research


Mustard has ongoing relationship with a selection of grocery and electrical retailers, whose customer bases range from high affluence to those with credit history problems.

We also work with a wide range of FMCG brands. Recent assignments have led to us interrogate customers and prospect customers interested in products as diverse as luxury beds, hair removal cream, nappy disposal units, toilet tissue and children’s shoes.

Where we have made a difference:

  • Brand perception studies – helping our clients find unique / differentiating and motivating brand territories
  • Packaging research – optimising design and messaging
  • Proposition development – surveys to quantify product benefits, proposition appeal, triggers and barriers, likelihood to try, etc.
  • New product launches – generating insight to develop and finalise go-to-market strategy
  • Category research – we have researched most categories across grocery retail, with a view to improving product range, point-of-sale, merchandising, ease of shop, etc. in line with customer needs
  • Customer satisfaction – surveys to get feedback on the customer experience, and observational filming (shopper insight film) to understand behaviour and identify opportunities for improvement