Converse
Rubber Tracks music program
More Info Hide InfoInsight - Objective
Design and conduct a qualitative research that generates actionable industry, functional and consumer insights, enabling the Converse team to strategically plan and execute a locally relevant Converse Rubber Tracks Program in Berlin.
Concept - Methodology
Using the cultural leverage of our global thinkers network we have developed a 3-step research process to unveil and assess the respected insights.
Step 1 / Industry Insight
Desk Research of music platforms & Insight Snap-Shot Skype Interviews with international Key Creatives
Step 2 / Functional Insights
In-Studio & In-Venue Visits to the most relevant music recording & music club destinations in Berlin together with musicians
Step 3 / Consumer Insights
Ideation Workshop with music experts (e.g. Club & Festival Owner, Music Booker, PR Experts, CEO Radio station...) & Focus Groups with the main target group and participants of the last Rubber Tracks Program in Berlin
Strategy - Recommendations
Confidential
Skills
Communication Development
Content Development
Cultural Immersion
Event & PR Concept
Expert Knowledge
Focus Group
In-depth Interview
Insight Generation
Recruitment
Research Process Innovation
Trend & Ideation Workshop
Key Creatives
Founder FLUX FM
Owner Music Studio
Club Owner
Host of Radio Show
Musicians
CEO Booking Agency
Boiler Room
PR Expert for Music Festivals
Insight snap-shot skype interviews with
International Key Creatives
In-Studio & In-Venue Visits with
Musicians
Ideation workshop with
Music experts
FOCUS GROUP with
MAIN CONSUMER TARGET
FOCUS group with
RUBBER TRACKS PARTICIPANTS