The client wanted to increase their leadership position with a specific segment of cyclists and generate ideas to better engage with them.
Gain insight into the motivations and needs for this segment.
Identify the similarities and differences between this audience and their other consumer segments.
Develop ideas to create experiences and messaging that increases their appeal and credibility with this segment.
Identify products and services that appeal specifically to this audience.
We led the client team through an interactive training session. This provided them with tools & skills to empathically connect with consumers. Next, we set out on consumer immersions & shop-alongs followed by a consumer connect event. Our Studio Team filmed the work to create a consumer insight film that was used to engage those not present for the research. Following the research, we designed a custom ideation workshop and helped the team to generate ideas to best serve their target consumer segment.
Empathic insights and ideas enhance strategy to attract target consumer
The team has a more holistic understanding of what drives the decisions of the target group of cyclists.
Through the research, the team identified four primary areas of focus for ideation.
The team generated nine ideas for meeting and engaging this consumer and then validated these ideas with consumers.