Hybrid Research -
Ethno-sightsSM & Shopper-sightsSM
Tool Approach: Lifestyle Immersion
Industry: Retail
Client: Fashion Retailer
Situation
The brand wanted to target both moms and non-moms due to their family equity, but were concerned that including moms in its target could hurt its fashion credentials.
Objectives
- To determine the most viable target for the brand: moms, non-moms or both
- To understand the similarities, differences and overlap with these audiences and their view of fashion
- To identify what insights to leverage when communicating to the target
Methodology
We conducted a one-on-one interview that included a shopping trip and exploration of her clothing closet. We then brought together several of her friends to get a deeper understand of her and her clothing style.
This
method enabled the retailer to:
- Identify its core target as a 'cute' mom versus a 'traditional' mom
- Gain a deeper, more complex understanding of its target consumer
- Gather relevant consumer language to speak to its target consumer about fashion
