BACKGROUND:
Bringing the voice of the consumer into the early design process is a key priority for a school supply brand to demonstrate to retail partners their leadership in understanding the current and evolving youth consumer market, purchase drivers, and mindset.
RESEARCH SOLUTION:
In-facility discussion & mock-shopping groups among trend-forward females, ages 12-24. Extensive homework brings style and trends to life (collages, Pinterest, room photos, trend-inspired notebook designs). Sessions divided into group discussion, small group exercises, mock shopping and in-depth creative concepts feedback. Follow up online self-directed videos provide feedback on evolved designs.
IMPACT:
Project has become an annual part of the design process for six years (and counting!). Research leads to design evolution, optimization, and selection for corporate and retailer-specific designs. Brand has seen measurable impact to both the sell-in process with retail partners and sell-through success with young consumers. Extensive photos and videography used in retail selling process. Creative team uses and revisits graphic reporting and detail in their future design work.
Success of program has lead to project methodology duplicated for Planners among adult women.
Categories: brand exploration • innovation • shopper marketing
