A dive into skater culture and the fashion it inspires

THE CHALLENGE

Our client needed to know what exactly their brand represented to two distinct audiences: the true enthusiasts of urban sports and the fashion consumers who find inspiration in that culture.

THE PROJECT

If your mission is to take a picture of a lion, there are two places you can go. One is the zoo, where lions live in safety and everything is under control. The other one is the jungle, where lions are free to live according with their own nature. Where do you think you’ll get the most accurate image?

Just like that, we soon realized we couldn’t get the best insights on the Skater audience by locking those people in a lab. So we went to the streets and talked to urban sports aficionados in their own environment, taking advantage of a natural setting without the pressures of usual research.

At the same time, we gathered 36 people to explore the other side of that equation, in a panel created solely to understand the behaviors of fashion consumers who are not true skaters, but find inspiration in that universe when purchasing apparel.

Unveiling new habits in a challenging market

THE CHALLENGE

Our client was looking to breathe new air into its Latin-American product portfolio. To achieve that, they had to understand how their products were consumed by people who live in big cities, with an active lifestyle, and eat breakfast on the go - the so-called portable breakfast.

THE PROJECT

The first thing we did was to set an on-line forum with 15 selected consumers so we could study their habits and daily routines. e then packed all we learned from that setup and took it to a workshop with the client.

The workshop allowed the client to clearly see what they had to do - not only optimize the product portfolio, but also introduce new items.

What new items? To answer that question, a third phase of the study was put in place. Here, the 15 consumers from the original forum were joined by representatives from the client itself. They all met in a specially-prepared environment.

The result: ten new concepts, three of which were ready to be released.

Measuring the effects of a high-profile sponsorship

THE CHALLENGE

Our client had just wrapped a digital campaign where people got free song and playlist streams by scanning codes that were printed on the product’s packaging.

The goal was to associate the brand to a large music festival (probably the largest in Brazil) that our client was sponsoring.

When the festival started, the client wanted to know exactly what impact their actions had made.

THE PROJECT

To get a complete diagnostic of the campaign’s effectiveness, we ran surveys before and after the event took place.

We held face-to-face interviews with consumers both on the streets and at the festival to reveal not only how successful the campaign was, but also the factors influencing people to engage with.

Reporting documents from that study included a simple, printed infographic poster with a complete summary of the results.

A unique setup for valuable insights.

THE CHALLENGE

This client needed to know how Brazilian consumers relate to the entire jeans category, and how their brand was positioned inside it.

THE PROJECT

We created a unique research setup, with a show room right next to the lab so consumers who had already answered the first parts of the survey could try the products on themselves.

After that, they went back to the lab. We were able to measure in what way the customers’ perception of the product changed by experiencing it.

The result was a complete roadmap our client could follow to highlight their products’ best features and regain customer share-of-mind where it matters.

Moderating with the CEO

THE CHALLENGE

The client wanted to test a series of concepts for new collections, including partnerships with music festivals. The CEO of this company is known for actively taking part in the creative process of new products. In the same way, he expected to follow our workshops closely.

THE PROJECT

We invited the CEO to take part as a moderator on a panel with selected consumers in São Paulo, Rio and Curitiba. With technical support from wearenox, he could contribute with concept adjustments in real time.

Creating new situations for consumption

THE CHALLENGE

Our client knew that, on their country, consumers tend to drink beer in few occasions and large quantities. It ends up creating a cultural association between beer and negative issues such as violence and general lack of self-control. How can you change the local culture so drinking beer can have a more positive meaning?

THE PROJECT

From samplings and interviews with consumers in supermarkets, a number of combinations harmonizing the product with cheese and other foods were tested to see which ones were favorites in the taste of consumers. Data from those tests helped our client to understand how their product could be reintroduced to start transforming the local way of drinking beer.

Information from loyalty

THE CHALLENGE

The client needed to measure the impact of their loyalty program.

THE PROJECT

By working in close association with the client, we established a program called Flying Together. Here’s how it works: selected customers from our client’s loyalty program are invited to join an exclusive digital environment. Once inside, they get access to a special channel where they complain, make compliments or suggestions about company services.

They also take part in surveys and research, providing data and insights that help our client in their decision-making process.

The program includes a regular newsletter so participants can really see how their involvement on the project improves the service.

One concept. Four markets. One study.

THE CHALLENGE

The client was preparing to release new products in four very different countries including Russia, England and Brazil. The same basic concept had to be tested in all of them.

THE PROJECT

In each one of those markets, we ran qualitative studies using methods that were adjusted to local realities. Participant consumers were selected in a way that accommodated cultural and economic differences.

A 5-year project creating all-new insights all the time

THE CHALLENGE

To stay relevant while its competitors use humor to secure a higher share-of-mind, this brand needs to communicate its core values with consistent strength at all times, and to widely different regional cultures.

THE PROJECT

We developed for this client a digital survey with a pool of consumers that has been going for the last 5 years. Participants are studied with hybrid qualitative and quantitative techniques and take part on occasional workshops. This project helps our client to make sure their brand’s is strong in all regions, with all demographics and at all times.

3-in-1 briefing and moderation

THE CHALLENGE

They needed to go beyond evertything they had learned from previous releases to understand how the public would receive a new product with its whole selling point revolving around the idea of spicy.

THE PROJECT

To provide our client with an unprecedented point of view, we created three studies in one. There were three different briefings for three different moderators, each one exploiting the phenomenon with their group through a specific approach: “flavors”, “sensation in the mouth” and “immediate experience”.

Bringing everything together in one narrative wasn´t simple. But it resulted in 12 working concepts for three target audiences. In the words of the client, we created “the spicy bible”.