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Published on Nov 2, 2007
Michele Ehlert describes her IMC Summer Residency working with dunnhumby USA, a leading edge consultancy specializing in understanding customers and increasing their value. Michelle worked on dunnhumby's Communications and Media Client Service team, for dunnhumby's principal client, Kroger. She worked with creative, strategy/analysis and primary research teams to design and execute primary qualitative research that assessed customer engagement with Kroger's direct mail campaigns. Concurrently, she led an initiative to identify secondary research in support of customer coupon behavioral trends. Michelle wrote a comprehensive report on insights gathered, key learnings and recommendations from focus groups across four major U.S. cities. She presented these findings to dunnhumby's CEO, senior management and cross-functional teams, as well as to Kroger vice presidents.