Converse

Localisation of Converse global consumer profiles for AGS

More Info Hide Info

Insight - Objective

The assesssment and localisation of Converse global consumer profiles for AGS

Concept

We customized a research process to dive deep into the culture, mindset and lifestyle of each respective target audience via desk research, focus groups and cultural immersion tours. Key research drivers were the comprehensive homeworks given to the focus group participants and the cultural immersion tour with one key consumer from each target audience at key hotspots (i.e. Fashion Stores, Hang-outs, Sports Facilities...) after the groups to consolidate the elaborated profiles and to enrich them with photo & film material.

Output - Impact

An in-depth understanding of key dimensions that drive each target audience documented in sharp consumer profile booklets and consumer profile videos that truly support the development of a sustainable marketing plan.

Skills

Cultural Immersion

Focus Group

Insight Generation

Recruitment

Target Group Analysis

Trend & Ideation Workshop

Key Creatives

Key influencers of the dominant target audiences of Converse

Year

2015

Markets

Germany, Austria, Switzerland

Links

http://www.converse.com/de

Share


Focus Groups with

each target audience

 Converse

CULTURAL IMMERSION TOUR

WITH EACH TARGET AUDIENCE