London Eye was keen to get a new perspective on the brand and to explore the appropriateness of its defined brand values.

Using innovative Sensory Stimuli, we explored relevant touch, taste. smell, aural and visual senses via a programme of consumer workshops and in-depth interviews conducted in situ. The research highlighted a number of other core values associated with the Eye which led to reclassification of those considered ‘primary’ and ‘secondary’. Moreover, it was also highly productive in terms of pinpointing aspirational as well as current brand senses.