Converse

Localisation of Converse global consumer profiles for AGS

Insight - Objective

The assesssment and localisation of Converse global consumer profiles for AGS.

Concept - Methodology

We customized a research process to dive deep into the culture, mindset and lifestyle of each respective target audience via desk research, focus groups and cultural immersion tours. Key research drivers were the comprehensive homeworks given to the focus group participants and the cultural immersion tour with one key consumer from each target audience at key hotspots (i.e. Fashion Stores, Hang-outs, Sports Facilities...) after the groups to consolidate the elaborated profiles and to enrich them with photo & film material.

Output - Impact

An in-depth understanding of key dimensions that drive each target audience documented in sharp consumer profile booklets and consumer profile videos that truly support the development of a sustainable marketing plan.