Using mobile ethnography to understand runners work-out activities.
In the competitive world of sports footwear, our client provides the ultimate running shoe designed for the most challenging conditions. By embracing runners needs, they have created a running show which competes with even the most established sportswear brand.
Understanding the exercise habits of consumers was proving difficult for our client. To guide their marketing strategy, they needed to capture and diary contextual, everyday behaviours of marathon runners right down to recreational runners. However, as with anyone on the move, it was proving a challenge to understand consumers habits, routines and needs of this particular set of consumers.
Moreover, they needed to understand how consumer habits varied from country-to-country and from person-to-person adding an extra layer of challenge to the project.
Our clients objectives were to:
Get inside the heads of runners of all abilities to understand their motivations for when it came to their workout routines
Capture media rich posts showing everyday routines and actions of runners
Discover what running shoes brand were favoured by different levels of runners
Using Indeemo, our client was able to complete a multi-country ethnography project, capturing rich, real-life moments from consumers over the course of a week -long diary study. Respondent uploaded photos, videos and text responses to tasks giving a full insight into their running routines. From the trails to the city streets, Indeemo was there with respondents every step of the way!
Indeemo was also able to assist in rolling out the project to 4 different countries, in 4 different languages gaining an understanding of how behaviours varied throughout different regions. Our client also identified 3 different ability levels of runners which we were then able to ascribe to individual target groups. This allowed them to have 14 target groups in the project, gaining a comprehensive understanding of how each of these different targets differed in their attitudes and behaviours. For such a wide-reaching and comprehensive study, Indeemo was invaluable in enabling our client to cut down the costs of such a large-scale geographic project.
If you’d like to know more about how Indeemo can help your Sportswear brand understand your consumers by getting in-context and in-the-moment insights into their behaviours and needs, please contact us by filling out the form below.
Mobile Ethnography is a rich, agile way to get a deeper understanding of participants everyday lives and behaviours.
Projects can range from a few days to as long as a year but are typically 1 to 2 weeks in duration.
After analysing the engagement on hundreds of projects, we’re have learned a lot about how to optimise research for mobile and can activate your Mobile Ethnography projects in as little as one working day.
If you’d like to discuss your project and explore suggestions about how we might be able to support your research, please submit your details here and we will get back to you right away.
We’re looking forward to speaking with you.
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