The Challenge
Superdrug is a leading name in beauty and health, but they wanted to dig deeper into how customers really feel about their in store experience. They approached Vox Pops International to create fun, engaging videos that would motivate their teams and bring real customer feedback to life.
The Approach
To capture a true mix of Superdrug shoppers, we filmed in three locations across the UK: Bluewater, Rushden Lakes and Rochdale Riverside. This gave us a strong spread of voices from the South, Midlands and North, ensuring the insight reflected different regions and store environments.
Each respondent took part in a short Vox Pops interview, answering 16 open ended questions. These covered customer experience, product choice, staff interactions, best practice in customer service and ideas for how Superdrug could improve. We spoke to a wide range of ages, genders, ethnicities and backgrounds so the final edit would represent the diversity of Superdrug customers.
To close each interview, we also used a “flipboard question” (as seen in the edit above). This simple mechanic asked participants to write or reveal a short message on a board, summarising their thoughts. It added an extra layer of fun and personality to the content and created memorable moments that audiences love.
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