• A person holding a patch with a colorful infographic titled "The NRT Path to Purchase," detailing the stages of purchasing nicotine replacement therapy, including Trigger, Exploration, Purchase, Usage, and Post Purchase. It includes various statistics and a ladder-and-chutes diagram, along with branding from Perrigo.

    Shopping with purpose: decoding the category path to purchase

    Our client faced a unique challenge: understanding how consumers navigate the nicotine replacement therapy category requires recognising that this isn't typical shopping, it's a deeply personal journey toward behaviour change.

    Using accompanied shops with camera glasses, customer journey interviews, and a quantitative survey of smokers and NRT users, we mapped the complex path from smoking to seeking help. What appeared to be simple product selection revealed itself as an emotionally charged navigation of hope, scepticism, and determination.

    The research showed that the path to purchase isn't linear, it's cyclical, influenced by previous attempts, social stigma, and personal readiness for change. Brand and format choices carry emotional weight beyond functional features, representing different levels of commitment and self-efficacy.

    Our insights identified key stages in the purchase journey and the specific role brands play in supporting or hindering behaviour change, enabling our client to position their product as a trusted partner in customers' cessation journey rather than just another product option.’

    ‘A highly experienced and intelligent team that listened and delivered what we needed.

    Qualitative experts that moved from what they heard from shoppers to what it really means for us.’

    Consumer and Shopper Insight Controller, Perrigo

  • Infographic titled 'The Wrangler.com Customer Journey' depicting stages of the customer journey from inspiration to post-purchase, with graphics, statistics, and text detailing each stage.

    Digital denim: optimising the online shopping experience

    Wrangler wanted to increase their e-commerce spend, but buying jeans online presents unique challenges—how do you assess fit, quality, and style without trying them on? The digital shopping journey needed fundamental optimisation.

    Through a multi-method approach including digital task forces, online accompanied shops, journey interviews, and surveys with both customers and prospects, we mapped the complex decision-making process of online apparel shopping. We identified best practices and pitfalls specific to jeans purchasing.

    Our insight revealed that online jeans shopping isn't just about product presentation. it's about building consumer confidence in sizing, style, and quality decisions as well as considering the delivery and return experience.

    Our comprehensive insights provided clear guidelines for optimizing Wrangler.com to meet diverse customer needs, supporting their strategic goal of doubling e-commerce spend by creating shopping experiences that genuinely serve consumer needs.

  • Stack of folded jeans both in the background and foreground, featuring an infographic about women's jeans shopping behaviors at Kohl's and Walmart with statistics, shopping patterns, and perceptions of the Lee brand.

    Understanding customer experience: from functional brief to emotional journey

    GWR faced persistently low customer satisfaction at their stations despite numerous improvement initiatives and rounds of traditional research that relies on recall of journey experience.  However, this has failed to uncover the true drivers of dissatisfaction beyond obvious pain points like train delays.

    Using wearable camera glasses and eye-tracking technology, we captured what passengers actually see and experience in real-time. What began as a seemingly straightforward functional wayfinding project to establish "where should we place signs to help passengers navigate?", was reimagined by Magenta as an opportunity to tell a powerful human story.

    Instead of simply identifying problems, we translated each pain point into its emotional impact: how moments of confusion created anxiety, how poor signage led to frustration, and how efficient wayfinding delivered relief and confidence.

    By telling a story rather than simply focusing on the practical aspects of station design, teams that once focused purely on functional wayfinding now actively seek to measure the human impact of their choices, integrating emotional insights into their strategies.

    ‘Working with Magenta has been a true partnership where both parties have listened to each other made suggestions and this made the project so much stronger. The commitment, energy and professionalism and straight-talking of the Magenta team makes working with them a true joy and brings fresh perspectives to how we think about and approach research.’

    Head of Customer Research, Great Western Railway