Tesco is always looking to provide better value for its customers. One element of value is low prices but quality is equally important – and quality is subjective.

Tesco asked Buckingham Research to identify the areas in their stores that would have the biggest impact on value. We came up with a “double” conjoint trade-off approach, which identified the impact on quality and price perceptions of different levels of performance on 58 separate areas.

We also measured Tesco’s current performance against their key competitors on the most important areas. Putting these different pieces of information together, we were able to recommend the areas that would have the greatest positive impact.