Consumer

Consumer experts

Research has the potential to deliver much more than just respondent feedback.  With the right approach it has the ability to identify and clarify the potential of new opportunities, such as launching a brand new product or service into a competitive marketplace, or, as in this Case Study, the market potential and desire for the re-launch of a brand across Global markets.

This International Tennis brand, had an established identity within its sport but wanted to assess the potential to stretch into new markets outside this arena.  The challenge was to create a brand and products (shoes, clothes, accessories) that would inspire a new and much larger audience of potential consumers.

Traditional research techniques alone would not be enough to elicit the evidence needed to make such potentially costly strategic business decisions. GW sought new ways of working with these clients across multiple projects to ensure both brands had the confidence to enter these new markets.

Thinking outside the box

It is an overused cliché but for this project required creative research approaches that went beyond simple groups or quantitative surveys.

At Guildwright we are not constrained by standard research approaches, we prefer to create bespoke solutions that deliver clients the answers they need.
The solution

For this company, this was about more than just talking to brand advocates and potential customers.  They needed to understand wider culture influences to determine the core products and target segments for them to re- launch new products into the Global marketplace.

This multi-Country project included:
•    Visiting stores, clubs, gyms, restaurants, and street culture, whilst conducting informal interviews, to understand the vibe and drivers of urban and mainstream fashion culture, influences, and purchase decisions
•    Social media tracking/ observation and online interviews
•    Interviews with buyers and group workshops with customers and retailers to test reaction to the brand, and product concepts, and marketing solutions
•    Outputs included ethnographic videos and consumer diaries to support internal and external buy-in, as well as support viral and traditional above and below-the-line advertising campaigns

Return on investment

The research findings gave both clients the confidence and detail to successfully launch their new brands and products into their respective markets.  Without the evidence derived from these projects this brand would not have made such risky and costly forays.

The evidence from these projects enabled them to successfully launch a new brand ID, product lines, and associated marketing campaigns, across the Globe.