A boutique, full-service consumer research agency located in Portland, Oregon.
It’s often difficult to gain a true read on concepts, ads, and products, especially while they are in development. We design the best approach to think and work with consumers to uncover the most compelling positioning, language, and/or product details.
- Advertising – improving messaging and saliency at any stage of the creative process.
- Concepts – exploring comprehension and appeal of new ideas to identify the most compelling benefits while sharpening concept language.
- Products – assessing consumer reaction to new and existing products in a competitive context to ensure an accurate understanding of what’s working / not.
The Challenge
lululemon was seeking a deeper understanding of the men’s casual athletic footwear consumer. The brand wanted to assess their current offering to ensure future lines would meet consumer needs.
The Approach
Six, 90-minute focus groups with casual athletes
Focus groups were conducted in a private dining space in breweries for a more relaxed atmosphere
The Results
Identified the usage and met / unmet needs in casual athletic footwear
Identified how male athletes perceive the lululemon brand and their expectations of lululemon footwear
Identified the perception of lululemon’s new footwear vis-à-vis the competition using sorting and shopping exercises