I was hired to supply one of adidas’ social media agencies with on-the-ground information about consumers of the second-largest footwear brand in China, specifically youth in Tier 2+3 cities. Our methods included desk research prior to the trip, in-depth interviews with people in their homes, and multiple intercept interviews in shopping areas and malls.
We set out to answer:
1. What is a day-in-the-life of our consumer in China?
2. What is competing for our consumer’s attention?
3. How are consumers using technology to connect to one another, discover brands, and shop?
Deck with recommendations on brand and digital strategy, presentation to creative team