Joanna (Jo) Baily

Tesco (18 years) Head of MR & 14 years’ Agency expertise

Services

Full service qualitative research with a touch of quant, as well as supporting clients & agencies with larger projects.

Writing briefs and proposals, agency selection, managing the end-to-end qualitative research approach, set up, recruitment, discussion guides, fieldwork, analysis, reporting, insight generation & presenting.

Strategic longer-term programmes as well as fast turnaround qualitative express services

  • Ethnographic

    • Shop-alongs; pre-recruited accompanied shopping trips & free find intercepts  

    • Online obs & depths; accompanied online evaluation: navigation, terminology, visuals, order placing 

    • Depth interviews; single or pairs (partners, parents & children, friends, employees, trade, business)

  • Focus groups; including mini groups & co-creation

  • Meet your customers; interactive sessions

  • Facilitation & Workshops

  • Stimulus; collages, dragons’ den, personification 

  • Homework; store or online visits, magazine evaluation, product purchases, usage diary inc. photos, collages, online bulletin board
  • Channels; F2F, phone, online
  • Quantitative; integration with qualitative projects  


Speciality

Sectors (previous clients)

  • Retail

    • Tesco, JS, Asda, Morrisons, Waitrose

    • Boots, Superdrug

    • Argos, Carpetright, M&S, Debenhams, Homebase, Currys PC World, Carphone Warehouse

  • Consumer brands

    • United Biscuits (sweet & savoury)

    • Lindt

    • Mars

    • Thai Taste cooking ingredients

    • Halfords & Halfords Autocentres

    • Dulux (consumer & trade)

    • Baylis & Harding

    • Howdens kitchens

    • British Gas

  • B2B & B2C brands

    • Viking (Office Depot)

    • Hamelin (Oxford & Cambridge notebooks, Black n’ Red notebooks)

Approaches

  • Customer Journey (end-to-end journey)

    • Individual stages: awareness & consideration / evaluation / purchase / usage / advocate

    • Importance, expectations & reality of each stage

    • Moments of Truth

    • Pain Points

  • Online Communities & Bulletin Boards

  • In the moment research – as it happens

  • Day in the life of …… deep dive

  • Bringing research to life via use of high quality visuals, quotes, film (inc. broadcast quality)

  • Employee research e.g. The Tesco Way, Core Purpose & Values, Values Awards, Balanced Scorecard, Better-Simpler-Cheaper

  • Any research with a retail focus


Background

Client-side; 21 years

I am ex Tesco Head of Market Research; I worked there for 18 years, mainly in research, but also in other business functions, enabling me to understand what clients want & need and why clients respect genuinely insightful research in order to assist in decision making.

Previously, 3 years at Cadbury Ltd as a Market Research Executive (I had to leave as I was eating their profits!)

Agency-side; 14 years

After Tesco, I jointly owned a boutique agency for 10 years, then worked in a larger agency for 4 years, making me a strong all-rounder in the end-to-end research process (new business generation, project management, creating insight from data, financial acumen etc.)

MRS member