Seasonal Insights

Context
Context
Approach
Impact

A global apparel retailer needed to have a more holistic understanding of its customers’ attitudes, behaviors, motivators, and triggers related to buying apparel and accessories for the Fall and Winter seasons.

We created an iterative learning stream using a variety of qualitative and quantitative methodologies to analyze how ‘seasonal mindset’ affects individuals’ purchasing decisions. We included online forums, deep-dive mobile and video journaling, tracking research, in-depth interviews, and digital ethnography.

Insight summaries were issued after each phase of research, enabling quick takeaways and iterative builds based on learnings throughout the process. In the end, a comprehensive ‘story of the season’ emerged, lighting the way for key marketing opportunities, product planning, merchandising, store operations, and digital marketing.

Make informed, impactful business decisions that move people into action