Winning Market Share in the Premium Handmade Chocolate Category

Adora Handmade Chocolates

Over 20 years, sisters Tina and Katerina have successfully grown their premium chocolate business from a two-person venture to a multi-channel operation encompassing multiple retail locations, online offering and wholesale distribution. Adora is looking to ensure future success by delving into their customer mindset, competitive market, brand identity, and in-store and online propositions. They engaged Insights Exchange and Pureprofile to provide a joint end-to-end solution for customer insight and strategic recommendations.


Insights Exchange and Pureprofile were engaged to help:

  •  Profile the current and potential target market
  • Understand strengths and weaknesses of the current offering vs competitors
  • Map the customer journey and highlight purchase drivers and barriers
  • Optimise marketing communications
  • Identify criteria where future retail sites are most likely to succeed.


Insights Exchange research specialists conducted in-depth interviews and accompanied physical store and online shopping trips with premium chocolate buyers. Building upon learnings from the interview phase we then conducted a 15 minute online survey of both current and prospective customers.


Through Insights Exchange and Pureprofile’s combined product offering we were able to ask the right questions of the right people and make specific recommendations in relation to:

  • The profile of the premium chocolate buyer – customer segments to target, and how to best attract them
  • Adora’s brand – how is it viewed, how it compares to key competitors, points of difference to be built upon, and areas of for development
  • Store and online experience – what is done well, what can be improved
  • Recommendations in relation to future product and marketing ideas and innovations

Insights Exchange, working with Pureprofile, conducted a deep dive analysis into our retail operations, customer mindset and competitive market. These learnings are being used to guide our marketing, in-store and online communications, and future store expansion strategy. They understood our company's goals and responded with a proposal to match our needs. Their project management, responsiveness and delivery of our brand research and customer segmentation study was superb and I would recommend working with them to any brand.

Tina Angelidis – Owner