Exclusive: Leapfrog wins Tesco contract
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Leapfrog Research & Planning has won a contract to conduct an ongoing research programme in Tesco's UK stores.
The firm has established a new division, Leapfrog In Situ, to handle the large-scale ‘Customer Question Time' project, and is recruiting a team of researchers to be based in London.
Leapfrog, which is part of the Cello Group, and has been working with Tesco since 1994, will be carrying out thousands of qualitative interviews, focus groups and shopping trips as part of the programme.
The project, handled until now by Tesco and other agencies, has been awarded to Leapfrog on an indefinite basis. The firm will gather feedback from customers and staff on individual stores, focussing particularly on how well Tesco provides for shoppers from different social and ethnic backgrounds, and monitoring the effects of store redevelopments.
Tesco Stores' insight manager Simon Taylor said: “We are delighted to have awarded this contract to Leapfrog, in recognition of their consistently excellent and insightful work for Tesco over a number of years.”
Author: Robert Bain
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