Quantitative

Case Study: Pizza Express

Pizza Express is the UK’s leading chain of high quality pizza restaurants. They needed to prioritise their investment in improving the customer experience. Traditional research had been unhelpful as customers rated all aspects of the experience as good.

So we broke the Pizza Express customer experience into 78 independent parameters and, using a Max Diff trade off, produced a quantitative ranking of both the appeal of these factors and the desirability of improvements to them This work led to a total recasting of the chain’s strategy, allowing investment to be focussed in the areas where impact would be most significant.