Brass Agency wins online research community for Dixons Retail

Brass has won a four-way pitch to develop and manage an online research community for Dixons Retail, which incorporates ongoing research for the firm's Curry's, PC World and Dixons.co.uk brands.

The two-year assignment will see Brass recruit more than 10,000 community members and carry out customer segmentation, new product and campaign development, creative testing and online focus groups.

Liz Lamb, head of research at Dixons Retail, said: "The development of an online community for our retail brands provides an excellent opportunity to further engage with our customers and we see further opportunities to expand this platform as we build on the valuable information it will provide."

Robin Horsfield, Managing Partner at Brass said: "It's an exciting time for research in general, with social media encouraging the evolution of online communities and online communities offering a 'third way' for research; developments that Brass embraces wholeheartedly."