Kingfisher plc is an international home improvement company with nearly 1,300 stores across 10 countries, with a team of over 78,000 people. They sell DIY and home improvement equipment through their stores and digital channels.

The Challenge

Each year Kingfisher plc conduct a staff engagement survey designed to understand how employees feel about their working conditions. Around 80,000 employees are invited to take part, from this group around 50% leave detailed comments about their experience in the free text field, yielding around 40,000 comments in more than 6 different languages including English, French, Spanish, Portuguese, Polish and Russian.

The work involved with reading, understanding, and ordering the data into a common format is no easy task and presents a real challenge for the business.

To gain value from the survey data they must gain an understanding of the comments within the free text fields, enabling them to really understand what colleagues are saying and whether there are commonalities across issues or positives within the group.

The task for DDC Auto-Intelligent Solutions (DDCAS) was to import the quantitative and qualitative survey responses gathered by Gallup and analyse all 40,000 colleague comments, creating a categorisation framework that worked across the group, regardless of language or operating company.

One of the key features of the tool that appealed to me was the fact that the tool is language agnostic, avoiding the need for costly translation and potentially missing the nuances of translated text.

The Results

In January 2017, less than 4 weeks after receiving the data we were able to deliver a fully categorised theme analysis of 40,000 colleague comments to both local operating companies across Europe, in their native language as well as a rolled-up summary for Kingfisher group.

Alongside the project team, we devised a board level presentation that identified the core successes and challenges across the group and also identified some potential strategic changes for the coming year. We worked with the local Operating Companies to create similar presentations for their local board.


Instead of just a huge file of data, we successfully helped Kingfisher organise their team’s words into sensible and usable insight that will provide ongoing value into 2017.

We helped them change a basic cost into a worthwhile investment – without the analysis, these comments would have been almost impossible to understand and act upon.

Our partner proposed a tool through DDCAS, to analyse the open-question feedback from 70,000 colleagues, in eight languages, into actionable themes and worked with teams across the organisation, through webinars and one-to-one calls to ensure everyone understood how to use the tool and get maximum benefit from the insight.

The Solution

Streamlining Commercial Activity

Gain a centralised view of all of your business-critical data

  • Bring together disperate sources of data to gain intelligent insights
  • Unlock the value of your data through beautiful visualisations
  • Gain fundamental, real-time information to effortlessly discover hidden opportunities

Gain real value from your data.

Find out how DDCAS can help