Havalovers ID
The challenge
Identify, through an innovative approach, the consumers who are most fans of the brand. The hypothesis was that creating strategies for this audience would promote greater engagement with the brand. The project was based on several methodologies of qualitative and quantitative studies.
Methodologies
Deep immersion in the context of the footwear and retail market, analyzing the existing market, trends and research on the subject.
Conversations with people from different areas of activity in the company. Through a semi-structured script, we were able to better immerse ourselves in the context of the company.
One of the first stages of joint co-creation of engagement strategies for the company. Card sorting and moodboards were used to assist in the process.
For a deeper and more robust immersion, there were conversations with different profiles considered strategic for obtaining insights and raising hypotheses.
Actions taken:
- Creation of the semi-structured script
- Recruiting people with different profiles
- Conducting the interviews
- Analysis and consolidation of collected information.
After all the immersion stages, analysis of behaviors and profiles, a thorough analysis of consumer behavioral economics approaches was carried out, which served to guide fans of the brand. With these inputs, a quantitative behavioral survey was carried out, valid for Brazil, to bring profiles based on data.
As a last step, after the data from the quantitative research, a statistical model was applied that found personas of different fans of the brand, with opportunities to work in each of them.
Results
The profiles found through data were replicated and scaled to all brand strategies. A virtual community was created with this segmentation and is, according to published data, the one with the highest level of engagement in Brazil.
This project was a finalist on the following categories:
- Service Design - User research
- Service Design - Development of new techniques for Service Design