“This was about understanding the emotional side of the brand, what does it mean to customers, how is it being used – and it’s so different and diverse, it’s a really interesting and important exercise. I think tapping into that and hearing how they’re experiencing the brand has been really, really beneficial. I’ve really enjoyed it, and I think we should actually do this on a more regular basis across our business because I think it’s so important. I think it’s absolutely integral to our business going forward.”

Client Services Director

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