When Tradewind Group needed deep, multi-phase qualitative research to understand shifting consumer behaviour in the health and wellness retail sector, standard research methods fell short. The complexity of the study, spanning in-home ethnography, social media listening, and in-store shop-alongs across three consumer contexts, demanded an online qualitative research platform built for sustained, iterative engagement, not one-off interviews.
Tradewind Group selected itracks as their qualitative research platform for its combination of managed expert panel recruitment, multi-method research tools, and project execution infrastructure. Unlike general-purpose video tools, itracks provided a purpose-built environment for running complex, multi-phase qualitative studies; from asynchronous diary activities and in-home ethnography to live video interviews and in-store shop-alongs, within a single coordinated platform.
The Challenge
When Tradewind Group was engaged by a major health and wellness brand to understand shifting consumer behaviour in the retail aisle, it quickly became clear that standard research methods would not be sufficient. The health and wellness category was moving fast; brands and retailers were struggling to keep up, and the in-store experience had fallen behind.
The study required something that a one-time focus group and quantitative surveys simply cannot deliver: sustained, multi-phase qualitative research across multiple consumer contexts — in-home, in-store, and online, with a recruited panel of category experts who could be re-engaged as the team iterated on ideas. Tradewind Group needed an online qualitative research platform capable of holding that entire programme together without friction.
The Solution
Tradewind Group selected itracks as their qualitative research platform for its combination of managed expert panel recruitment, multi-method research tools, and end-to-end project execution infrastructure, purpose-built for complex, multi-phase qualitative studies within a single coordinated platform.
How itracks Managed Custom Expert Panel Recruitment
itracks handled end-to-end recruitment of fitness enthusiasts, health and wellness influencers, and category experts across feminine care, active nutrition, and gut health, built from scratch. The full recruitment process was completed within two weeks.
Video Articulation: itracks' Non-Negotiable Quality Standard
Every candidate completed a mandatory video articulation step, recorded and reviewed jointly by itracks and Tradewind Group. Participants were graded on authenticity, depth, and communication quality before confirmation, eliminating low-quality and AI-assisted responses before they could enter the study.
Running Multi-Phase Qualitative Research on a Single Platform
The itracks Project Management Tool, itracks Go, itracks Board, and itracks Real-Time coordinated all participant communication, scheduling, asynchronous activities, and live sessions across the full programme. The same expert panel was re-engaged across multiple research phases, deepening conversations and transforming the panel from a data source into an ongoing strategic resource.
The Results
The collaboration with itracks delivered measurable success for Tradewind Group and their retail client. Over 250 hours of qualitative research were conducted, encompassing three consumer contexts and resulting in a 94% panel show rate, all within a two-week recruitment period. The high engagement and authenticity of participants provided the depth of insight required to shape a comprehensive retail strategy and produce tangible shelf design recommendations. Stephen McGhee, Partner at Tradewind Group, reflected, "We were able to bring consumers across multiple categories along this journey. It built conviction that our decisions and designs were going to work and help meet people where they are." These outcomes not only enabled the client to bridge the gap between in-store realities and consumer aspirations but also established a new standard for human-centered retail research in the health and wellness sector.
Want the Full Story?
Download the case study to see how itracks and Tradewind Group took this research from panel recruitment all the way through to a retail shelf redesign recommendation. Download the case study here!