Case Study
Business Challenge
Our client, a top manufacturer of leather handbags, sought to expand its audience and stand out in a competitive landscape. They were challenged to appeal to new customers and, at the same time, differentiate their brand from established players.
To achieve these goals, the client needed to better understand the size and characteristics of its target audience, the key shopping behaviors and product needs among handbag consumers, and potential opportunities to enhance brand positioning. Identifying these factors was essential for reaching new customer segments and elevating the brand’s presence in the market.
Custom Approach
To address these questions, we implemented a multi-phase approach using both qualitative and quantitative research.
Phase 1:
Foundational Qualitative research to explore customer sentiment.
Initially, we conducted foundational qualitative research, hosting virtual focus groups with shoppers who represented the target profile. These sessions delved deeply into shoppers’ handbag purchasing behaviors, identifying unfulfilled needs and perceptions around both our client’s and competitor brands.
Participants engaged in a live unboxing exercise, offering real-time reactions to the product, and we observed their responses to current brand marketing materials. This analysis allowed the brand to pinpoint elements that resonated well and highlight areas where adjustments were needed.
Phase 2:
In the Quantitative phase, a survey refined learning.
Following the qualitative phase, we conducted a nationally representative quantitative survey to validate and extend the findings. This large-scale survey helped our client better understand the size and makeup of their target audience and highlighted differences among shopper segments based on brand loyalty and preferences.
We also assessed the client’s positioning compared to key competitors, uncovering strengths and areas with potential for brand enhancement
We presented strategic recommendations to the client’s marketing team, and we collaborated with their branding agency to ensure the insights translated effectively into the new brand campaigns and strategies.
Growth Outcome
Equipped with a robust understanding of their audience, our client was able to strategically position their brand to align with the distinct preferences and needs of their target market. Through our insights, they gained clarity on the most critical factors influencing handbag purchases, from shopper drivers to barriers.
The client was able to pinpoint areas where awareness among new customers could be strengthened, and they received actionable strategies for enhancing their presence in the market. With this comprehensive guidance, they collaborated with their branding agency to develop campaigns that would refresh and elevate the brand as they approached their 15th anniversary.
Overall, this research provided the necessary consumer insights to help our client solidify their brand’s identity, optimize positioning, and grow with new customer segments. This foundational strategy work has prepared them for long-term success in a highly competitive space.
Could your brand benefit from a multi-tiered research study?
