Identify and illuminate key consumer segments and market trends
Our relationship with this client started with two large segmentation efforts. Over the last decade, we've conducted hundreds of deep dive interviews and intercepts across the country every summer in major markets, keeping the pulse on key consumer segments.
In order to provide an authentic and compelling illustration of the consumer read among the core segments, we go where they live, where they practice, where they learn.
When we look at the consumer, eye-to-eye on their own turf, we get the real reason why he will empty his wallet for a pair of basketball shoes, what brands never see a court but are worn on a Saturday night, and why it really does matter where you shop.
They tell us the story of how they got their first pair of big-name sneakers, of why where they bought them was as important as what logo they sported, why one brand was not cool anymore, but another one is now.
We record, film, and photograph, bringing our trip back in living color. We find out who they are, where they came from, what they've been through, and who they want to be.
They tell us the story behind their tattoos, and show us what is in their closets.