We partnered with M&S to uncover how consumers consumed food content and their needs in this space. We sought to understand how M&S should best optimise its content to cater to these needs. This involved unpicking the role of publication formats, content, layout and images.

We cast a wide lens into the lives of M&S shoppers using an engaging customer community. Here we dissected the content shoppers noticed and consumed. We then got live reactions to M&S publications.

We also employed eye-tracking and GSR to measure subtle subconscious reaction to publications – including imagery, copy and format.

This gave M&S guidance on how to optimise its publications so customers have content they love and value.

The team at Kokoro were a great match with our Comms colleagues in terms of really grasping what we were hoping to achieve with our new magazine, and their work made a huge impact – some changes even being passed on to the editing team to act on as and when the debrief happened!

Insight lead, M&S