This paper describes not only an example of how successfully a major retailer (Sainsbury's is the second largest grocery retailer in the United Kingdom) and a global supplier can work together but also highlights an innovative and unique research project. The project is innovative because this was an example of real collaboration between a supplier and retailer conducting joint research, rather than a supplier and a third party agency. It can be considered unique as it was achieved through continuous joint effort by both the retailer and supplier throughout the life of the project. This project was also unique as it enabled actual purchasing data and attitudinal data to be combined in order to provide the strongest possible foundations for business decision making. Importantly, the project results had practical and real applications, specifically in developing Health and Beauty care strategy.