McDonalds’ head office contacted Vocal Views to observe 200 of their customer habits.
Vocal Views implemented a project utilising multiple methodologies (communication mediums), including online discussion groups and offline store visits. The criteria and segmentation was decided by McDonalds, including but not limited to; transportation (car versus foot), type of meal ordered (meal vs single items) and consumption duration.
This involved travelling with each diner as they made their usual purchase to see how they made their selection, interacted with staff and where diners chose to eat their meals. These excursions were eye opening and even involved traveling with diners back to their home. McDonalds was given an invaluable up close/personal understanding of how regular diners choose to purchase and enjoy their meals.