Karndean chose Adience to deliver an NPS and CSAT survey to retail customers in key markets, measuring brand perceptions, likelihood to recommend, and satisfaction.
As competition intensified and pricing pressures increased, the business required robust, evidence-based insight into retailers’ perceptions of the brand and their influence on purchasing decisions. While well established in some markets, brand strength and awareness varied across regions, creating strategic complexity.
Karndean had already tracked Net Promoter Score (NPS) in some markets, leading to internal debate about the value of further research. Regional teams questioned the need for additional insight. Adience’s role was to provide commercial clarity and secure buy-in across the organization.
The project began with a structured internal discovery phase that involved interviewing stakeholders across regions and reviewing existing materials to identify internal assumptions and align objectives. The primary goal was to ensure the program addressed real commercial questions rather than simply generating additional metrics.
This work informed a global online NPS and CSAT survey administered to Karndean’s retail customers in the UK, US, and Australia, measuring brand perceptions, likelihood to recommend, and satisfaction.
The study benchmarked Karndean against competitors and analyzed how brand perceptions linked to changes in retailer spend. The survey captured rich verbatim feedback, providing shop-floor context that enabled the business to understand not only what retailers thought, but why.
The findings were debriefed internally, including sessions with the Chief Executive Officer, to embed insights across regional leadership and functional teams.
“Karndean and Adience enjoyed a very strong working relationship during this project. Adience felt like an extension of our team, fully immersed in the research and as committed to our success as we are. The rigor of their analysis and the way they embedded the findings across the organization has made this a long-term partnership.”
The Sales and Marketing teams applied the findings quickly, regularly citing retailers’ verbatim feedback to support decision-making.
Megan Haywood, Group Services Director, said: “We had instincts about where we were strong and where we were under pressure, but we lacked consistent, cross-market evidence to support it. This program validated what we believed in some areas, challenged us in others, and has allowed us to build a strategy rooted in insight rather than assumption. The research is invaluable when making commercial decisions in a competitive market.”
The team has already commissioned a further wave, reflecting its value to the regional and operational teams.