ALDI Ireland – Strategic Insight Partnership
Method Toolbox
- Accompanied Shops, Collaborative Analysis, Focus Groups, Insight Partnership, Online Ethnography, Pre-tasked Groups
The Partnership
As strategic research partners to ALDI UK & Ireland, we bring deep client and market understanding to each brief. In Ireland, we are also ALDI’s exclusive research partner on creative development work, including recent award-winning campaigns.
A Project in Practice
Project Discovery focused on understanding in-store new product discovery, a key growth priority for ALDI. The aim was to understand how shoppers discover and decide on new products in store, and where ALDI could better support and encourage trial.
Bringing Stakeholders on the Journey
The project was designed to bring stakeholders into the research journey rather than only presenting the answer at the end. Client team members joined focus groups and accompanied shops and had access to the online platform. We shared emerging topline insights along the way so we could discuss them together and carry those inputs into the final report and debrief.
Turning Insight into Understanding
Analysis at Bricolage is an immersive process, ensuring insights are fully explored and then structured into a narrative that is both clear and engaging. On this project, several analysis sessions used a Miro board to structure the thinking, with transcripts and online-platform responses close to hand. We also cross-linked the qualitative insight with quantitative research conducted by ALDI and with relevant previous research we had carried out.
Bespoke Delivery
While we have tried-and-tested models for delivery, the output is always bespoke – guided by client needs and by how the insight will be shared and used across the organisation. For Project Discovery, delivery included a debrief report, a discursive debrief and additional outputs for ALDI’s advertising agency.
The Impact
The project helped ALDI decide how to better support in-store new product discovery, clarifying which moments to lean into, which shopper behaviours to prioritise and where small changes could unlock greater trial.
