Blackberrys, one of India’s leading premium menswear fashion brand, wanted to have deeper understanding of their Shirts & Trousers consumers in order to design operational & marketing communication strategies for next wave of growth in the said categories.
Approach:
- Channelplay intended to cover all segments of consumers as follows:
- Loyalists: Who are regular buyers of the target Blackberrys category
- Detractors: Who have not purchased target Blackberrys category from the last 12 months or more
- Inter-category buyers: Who purchase other Blackberrys category and not the target category
- A mix of bigger (Metro & Tier 1) and smaller (Tier 2 & beyond) city consumers were selected to have cohesive insights
- The research was conducted at consumer’s home in order to do their wardrobe profiling
- A tele-calling team was set up to schedule appointments with consumers and Depth interviews were conducted at the scheduled time slots
- The interviews were video/audio graphed for analysis reference later
Outcome:
The research provided inputs to the client around the following aspects:
- Wardrobe profile of consumer
- Attitudes, opinions & beliefs about brands
- Buying behavior - Occasions & frequency
- Buying considerations
- Brand preference & satisfaction
- Feedback and expectations from Blackberrys
If you are looking to conduct Qualitative research in the form of depth interviews or focus group discussions, then Channelplay is a market research agency which carries relevant exposure. Please feel free to leave a message in the form at the end of this page or visit our website.
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