Explore and expand on quantitative findings to develop a deep understanding of the 22 – 24 year old female target customer and identify key opportunities to better serve them.
Approach
Expert Interviews with fashion stylists, editors and bloggers.
Customer led shopping tours of 5 stores customers love and couldn’t live without.
In home interviews including closet explorations and online shopping demonstrations.
House parties hosted by customers at their homes with their friends. Informal chats and moderated discussions of key topics were conducted.
Deliverables
Videos: 5-minute customer intro highlighting defining characteristics of the target and a 2-minute leadership video highlighting the most salient insights for use in a board meeting.
Comprehensive Report: Detailed analysis and in-depth description of the target rich with still photographs and quotes from the fieldwork
COMPANY TYPE: LEADING ATHLETIC SHOE RETAILER
Objective: Develop a creative, multi-media presentation designed to create an understanding of the consumer loyalist’s perspective of three key competitive brands.
Approach
In-Home Interviews were conducted among loyalists of competing brands. Â Interviews were professionally filmed to ensure a rich presentation.
Deliverables
Videos: 3 minute highlight videos for each of the three competitive brands showcased the essence of their loyalty.
Live consumer panel: Respondents who best represented the competitive loyalists were brought to a C-level off-site https://jobitel.com/ to participate in a moderated panel. Audience members were able to engage directly with the competitive loyalists for a lively and informative discussion.
Infographics: Three infographics were created to add further insight to each competitive brand and served as a leave-behind for all off-site attendees.
COMPANY TYPE: TECHNOLOGY LEADER
Objective: Understand consumer perceptions and reactions to new, innovative technology concepts. Â Determine viability of each concept and refine for a large quantitative study.
Approach
Online co-creation sessions with respondents and client team members were conducted over a three week period. Respondents reacted to concepts via an online bulletin board. Client was led through rapid ideation sessions to iteratively evolve and refine concepts throughout the testing period.
Deliverables
Weekly Debriefs: Debriefs summarizing respondent insights, team ideations and next steps.
Summary Report: A final report outlined the evolution of each concept with recommendations for further refinement for quantitative testing.
COMPANY TYPE: MAJOR APPAREL RETAILER
Objective: Create a detailed map of the customer shopping experience. Â Understand pain points throughout the shopping experience and identify key opportunities for innovation.
Approach
Focus Groups: A series of shopping workshops were conducted across multiple markets. Respondents were led through strategic exercises designed to identify and define each step of their shopping experience.
Deliverables
Respondent created journeys: Following each group, a respondent created rough map was provided with group consensus as well as outlier tangents.
Journey Map: Using the respondent created maps and insights uncovered during fieldwork, a detailed, professionally designed journey map was created showcasing the process from inspiration to purchase. The map included quotes from fieldwork and customized icons to illustrate findings. Quantitative data was overlaid to reinforce key themes.
