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|2011 Qually Winner|
Daniel Berkal, The Palmerston Group, Inc. and Britt Peterson, Cole & Weber
When Seattle-based advertising agency Cole & Weber United wanted to become the go-to marketing partner for companies that sell through convenience stores, it engaged qualitative research consultant and QRCA member Daniel Berkal, Director: Knowledge & Insight at The Palmerston Group, to thoroughly research the convenience store environment.
Berkal led Cole & Weber through a four-stage research project that included 130 observational store visits, on-the-street consumer interviews, convenience store employee and manager interviews and, arguably the most unique approach, getting behind the counter.
During the final phase of the research project, Berkal put on a uniform and fulfilled all functions of a convenience store employee. He was able to observe customers shopping, along with gaining a first-hand perspective of customer-clerk interactions.