2011 Qually Winner
qually winner 2011ยป Qually Award

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.

The research project provided insights that changed the way Cole & Weber segmented and marketed to target audiences in the convenience store arena. Previously, audiences were divided by demographic; following the research, audiences are segmented based on needs or how they use/shop in convenience stores. This unparalleled approach allowed Cole & Weber to pitch new large accounts and gain credibility as experts in the convenience store marketplace.

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