Converse

Ideation Process with Music Experts

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Insight - Objective

Design and conduct a qualitative research that generates actionable industry, functional and consumer insights, enabling the Converse team to strategically plan and execute a locally relevant Converse Rubber Tracks Program in Berlin.

Concept - Methodology

Using the cultural leverage of our key creative network we have developed a 3-step research process to unveil and assess the respected insights.

Step 1 / Industry Insight
Desk Research of music platforms & Insight Snap-Shot Skype Interviews with international Key Creatives

Step 2 / Functional Insights
In-Studio & In-Venue Visits to the most relevant music recording & music club destinations in Berlin together with musicians

Step 3 / Consumer Insights
Ideation Workshop with music experts (e.g. Club & Festival Owner, Music Booker, PR Experts, CEO Radio station...) & Focus Groups with the main target group and participants of the last Rubber Tracks Program in Berlin

Strategy - Recommendations

Confidential

Skills

Communication Development

Content Development

Cultural Immersion

Event & PR Concept

Expert Knowledge

Focus Group

In-depth Interview

Insight Generation

Recruitment

Research Process Innovation

Trend & Ideation Workshop

Key Creatives

Founder FLUX FM
Owner Music Studio
Club Owner
Host of Radio Show
Musicians
CEO Booking Agency
Boiler Room
PR Expert for Music Festivals

Year

2015

Markets

Germany

Links

http://rubbertracks.converse.de

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Insight snap-shot skype interviews with

International Key Creatives

In-Studio & In-Venue Visits with

Musicians

Ideation workshop with

Music experts

FOCUS GROUP with

MAIN CONSUMER TARGET

FOCUS group with

RUBBER TRACKS PARTICIPANTS