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Moe’s – Who, What, Where?

Situation:

Moe’s had never conducted consumer research and they selected Alexander Babbage to do so.  They wanted to know who their customers were and why they came to Moe’s.

Analysis:

Through intercept surveys conducted in the stores, Alexander Babbage provided them the demographic profile of their customers segmented by their dollar-value.  By comparing this information to the trade area, Moe’s was able to see which demographics were the strongest and where they had little traction.

Result:

Research helped fine-tune their marketing positioning, advertising strategy, site selections and expansion plans and grew into a long-term research relationship as the brand exploded from a single company-owned store to over 350 franchised stores prior to being sold to Focus Brands.

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