2023 In-house Team of the Year: Holland & Barrett

Eighteen months ago, the Holland & Barrett insight team had five members of staff. As time went on, the need to grow the team became apparent, as the business was becoming more focused on customers, with projects and demand outstripping the department.

In 2023, the insight team now has over 20 members across foresight, research and analytics and focuses on driving customer-centric thinking across the organisation. The team’s vision is based on principles including agile ways of working, facilitating self-serve research and business partnering.  

The team’s recent successes include identifying Holland & Barrett’s target customer through customer segmentation based on wellness needs, implementing marketing campaigns – including the brand’s menopause campaign – and a new approach to promotions for the business.  

Holland & Barrett has also put in place a new brand strategy built from qualitative work with customers, with the insight team identifying what the brand promise should be.

Meanwhile, a new customer experience system and improved granular insights have resulted in improved NPS in digital and retail.

Additionally, a focus on inclusion and representation has meant the team has encouraged two of its core agency partners to change their recruitment approach.

The insight team had been operating under cost constraints, with its budget previously cut by 50% as the business navigated the cost-of-living crisis. However, due to the success and ROI of the team, the budget has been increased.

Jo Munton, insights lead, wellness futures, international expansion, Holland & Barrett, said: “We’re completely thrilled to win the In-house Team of the Year award, especially given we were shortlisted alongside some incredible brands and insight teams. It’s an absolute honour; we’re a new team and still at the start of our transformation, but we are making rapid progress and this award pays tribute to how much the team has already delivered in such a short space of time.

“In the past year, the Holland & Barrett insight team implemented new processes, capabilities and ways of working to help our stakeholders become customer focused first, to really drive business performance and customer satisfaction. We are proud of what we have achieved, and are excited about what’s still to come.”

Pictured: Holland & Barrett insight team, with 2023 MRS Awards host Sophie Duker

The full list of 2023 MRS and Research Live awards winners can be found on the MRS website.