Converse

Chuck II Launch

Insight - Objective

Conduction of focus groups that will generate clear and concise insights on how to create buzz & desire around the Chuck II product launch ultimately leading to trial and sales.

Concept - Methodology

We went for one focus group with key influencers of the main target group and one focus group with retail experts (e.g. Store Owners & Staff, Merchandising Managers, Sneaker Experts). The pre-research contained a deep investigation of industry best practices, an analysis of purchase behaviour and a POS-Deep-Dive to explore brand & product experience at retail level.