// CASE STUDY // based more on assumption than on data and validated insight

These insights shaped the next phase: a robust customer research programme to generate clarity, alignment and a truly customer-centric foundation for growth.

The solution:

Following the findings of the Remarkably Better diagnostic, the team at Remarkably developed a bespoke customer research programme design. The goal was to replace assumption-based personas with evidencebased customer insight that could unify teams and drive strategic decision-making.

Remarkably proposed a multi-phase research plan anchored in a methodology that integrates empathy-led thinking with behavioural insight. The approach focused not only on gathering data, but on understanding what customers truly value, feel and expect from the brand across both physical and digital touchpoints.

The research had three main objectives:

• To validate existing perceptions of HANRO’ s customers

• To develop a deeper, multi-dimensional understanding of their behaviours, needs and motivations

• To translate insight into tangible, actionable profiles for use across the organisation hadn’ t accessed before. Looking at our business through the lens of dimensions such as purpose, empathy and transparency revealed gaps that traditional metrics don’ t capture. Empathy stood out as a clear opportunity, which led us to commission a tailored research programme with Remarkably to better understand who our customer is today. That clarity is now shaping how we evolve – informing our storytelling, experience and the way we grow relevance with a new generation of customers.”

The challenges involved with implementation and how these were overcome:

Implementing this programme in a heritage brand setting was not without its complexities.

Firstly, cross-channel engagement presented a challenge. HANRO needed to ensure that the research would capture a diverse mix of customer voices – from long-standing loyalists to newer, digitally native shoppers. This required a seamless blend of in-store, online and postpurchase outreach, with clear communication and team co-ordination across markets.

EMPATHY STOOD OUT AS A CLEAR OPPORTUNITY.

The execution combined in-store and online survey methods, including email outreach, website integration, social activation and QR codes at point-of-sale. Incentives were used to encourage participation, and the survey was designed to capture both quantitative data and emotional nuance.

The resulting insights provided a clear and comprehensive picture of HANRO’ s customer base, segmented into three core personas, each with distinct shopping behaviours, perceptions of the HANRO brand and service, expectations and frustrations. These personas were developed into internal tools to guide future marketing, product planning and customer experience design.

Marianna Satanas, President, HANRO USA, said:“ The Remarkably Better assessment gave us a level of brand intelligence we

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