Home & Family

No place like home

We specialise in the home & family sector: how they shop; how they spend their time at home; what they like to do with their home; and how they spend their free time.

Our clients span well-known retailers, house builders, DIY chains, leisure brands, media brands and the education sector.

We bring a full range of insight capabilities, home and family sector expertise as well as a commercial mindset to create bespoke solutions that inform and inspire clients. This enables them to make confident, evidence-based decisions about how to improve and grow their brands.

Our expertise

Two core specialisms lie at the heart of our team: running brand health and advertising evaluation programmes. These approaches help our clients identify the levers of recommendation or preference, prioritise resource and investment in the purchase funnel and maximise the impact of their communications.

> Brand Health

Review the performance of their brands, how they benchmark against the competition

> Advertising Evaluation

Demonstrate how well their marketing communications activity is helping to grow their brand

> Adhoc Capabilities

Concept testing

Simple and effective evaluations of new concepts or products to identify winners, or to establish if there is sufficient potential to move further down the innovation process

Pricing research

Using techniques such as a conjoint to help develop the optimum price points for products or services

Market sizing and opportunity

Combining primary research with other data to create an accurate view of the addressable market


Applying chaid, cluster analysis and other segmentation approaches to identify key audiences for your brand to target

Customer experience

Evaluating the customer journey and the path to purchase to identify pain points or key touchpoints to help drive satisfaction and improve operational efficiency

What Stagecoach said about us

We love working with Morar HPI for our brand tracker needs. They provide excellent advice and insights into how to achieve the best results that we want to achieve. Their debriefs are informed, but also provide wider environmental considerations for context which helps us plan our future business strategies.

What Barratt Developments said about us

We have worked with the team at Morar HPI for just over a year and during that time, their emphasis on actionable insight has really helped us to focus in on those areas where we can make a tangible difference to our customer journey.

Work & Latest thoughts


We've been a significant and trusted insight partner to Sainsbury’s for nearly 7 years, leading an extensive brand and ad tracking programme alongside a varied programme of ad hoc research projects.
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We have helped Stagecoach to identify the drivers of purchase and match their communications accordingly and how to maximise the impact their large base of satisfied customers can have on driving positive word of mouth and advocacy.
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We ran a customer and market programme for Moonpig to identify the barriers and drivers to cross-category buying. The insights helped shape the new brand positioning, less gimmicky and more fun, and gave clear steps on how to encourage consumers to move beyond cards into gifts and flowers.
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Barratt Developments

We are Barratt’s chosen insight partner, working with them across a range of areas: channel strategy; path to purchase; brand health evaluation; and customer experience.  Our work is supporting them to create homes that are built to last and encourage modern family life.
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Contact Caroline Hawkings to find out more

Caroline Hawkings
Home & Family Director 

Caroline's expertise is in the consumer world, having partnered with many brands looking at how families spend their money, their time, and what matters in and outside the home. Some clients include Barratt Homes, Moonpig, Pearson Education, Sony and Virgin Holidays.
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Morar HPI Limited is part of MIG Global and part of the Next15 Group.

Registered in Scotland: Number SC281352. Registered Office: Biteda Limited, 111 Bell Street, Glasgow, G4 0TQ.
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