CASE STUDY PORTFOLIO

Client: Global sportswear brand

Type of project: Global user research project for client

Value of project: $161,600

Length of project: 3 months

My role: Researcher and collaborated in project management (team of 4 researchers, 2 international research consultants, 2 videographers)

Research methods used: Mobile self-ethnography, survey study, in-depth interview, follow-along ethnography (26 “focused performers” in total, 15 ethnographies), personas

Skills applied: Cross-team cooperation, leadership, ethnographic research, in-depth interviews, communication, project planning and management, research design, insights generation, working with client and stakeholders, report writing, prototype and A/B testing, social media analysis

Outcomes: After insights were delivered, we were asked to participate in a co-creation workshop session with stakeholders of different areas of the company. Two months later, client commissioned us to conduct a follow-up co-design workshop with women in China

1. The problem/challenges

A global sportswear brand commissioned my company to conduct a follow-up research project to a project in different markets we had conducted between February and June 2018 (in which my role had been to conduct ethnographic research and participate in the insight ideation sessions). The first project focused on user research and ethnographies of a kind of consumer the client identified as their main market: the ‘focused performer’ (people of ages 18-35 who train a minimum amount of hours a week but not professionally) . The follow-up project focused on the client’s strategic priorities: product, service, team, and story. The first project focused on two various sports in three markets: China (Beijing, Shanghai), Germany (Berlin), the United Kingdom (London, Manchester) and the United States (New York City, Boston, Chicago, Los Angeles, Houston).

This follow-up project focused on two specific sports and potential targets the client identified: young running and basketball focused performers. The goal of the project was to develop a deep understanding of these Focused Performers:

• What they fight for, what they fight against and what makes them different

• Understand the emotional and functional needs of the Focused Performer across apparel and footwear, services and the role of influencers in their lives

•  Identify these facets of the ‘focused performer’ through a lens of ‘what makes them better’

 The project was explorative rather than evaluative, and the goal was to provide a solid understanding of target users and provide insights to inform the design of new products, marketing, and strategy.

2. Research methods and processes

 Given budget constraints (at least compared to the first project, which was much bigger), my team and I proposed to focus on a client’s established market (the United States, United Kingdom) and one in which the client did not yet have the penetration that competitors already had (China). In particular, we proposed to the client that in the former our focus should be in recruiting in cities that were the client’s major markets (New York City, Boston, Houston, Los Angeles, London) and in China’s major sportswear markets (Beijing, Shanghai). 

As the most experienced researcher in the team, I proposed a series of approaches and methodologies to tackle the questions of this research. From the beginning, we identified quantitative methodologies (surveys, data analysis) would only have limited usefulness, given that the main focus was on how focused performers relate to the clothes they wear when doing sports, how they make brand choices, and what are their personal stories and narratives they use to make these choices, and how the brand can help them in their sports goals. However, in order to better understand segmentation, a short (400 participants) survey study was commissioned to a data scientist with whom I coordinated the questions to be asked and the objectives of the study across the different American markets. Once we found the results, we discussed the best methodologies to use to find out in-depth data. Due to the fact that we wanted to focus on the stories of each individual focused performer, focus groups were decided against. With those goals in mind, we proposed two research methods: 

1. A three-day online diary. The Focused Performers were set online diary tasks, looking at product details with a view to what made them perform better or problems with current sporting apparel and footwear. 

2. In-depth case ethnography. We spent 4 hours with each FP in their homes, where we looked through their apparel and footwear, the services they use and their social media feeds. The last hour was spent observing them play basketball: routines, rituals, warmup etc to understand their behavior in context.

Recruitment and local research teams:

I collaborated in building a recruitment screener. With it, an online recruiter in each of the markets was commissioned to identify 13 participants who were basketball focused performers in the United States and China, and 13 who were running focused performers in the US, UK and China. Once identified and their intention to participate assured, participants were asked to a 3 day diary. After reviewing the submissions, 7 focused performers in each group were invited to participate in an in-depth interview and ethnography. Because they were under-age, in each case these focused performers were asked to submit a filled and signed by their parents or legal carers to let us talk to them, film the conversations and make use of their images in the outputs to the client. Each participant who completed the diary was given $200 for their participation, and each of them who participated in the ethnography phase was given a further $650 compensation.

In the United States and the UK our team consisted of myself, two research specialist, one junior researcher, and two videographers. In China, we hired a research consultant we had worked with for the first project for the client.

Mobile diaries

Recruited participants were given a task to fulfill. This was a 4-day mobile diary that aimed to captured detailed needs and unmet needs of sporting routine. We recommend a different format to earlier research so that we can capture in-the-moment details over time

Once these mobile diaries were sent back to us, we reviewed them as a team and made decisions on who we would invite to the second phase of the research. We shared this information with the client, as they wanted to have an input on whose profile would be the best fit to their idea of ‘focused performer’. 

In-depth Interview and ethnography

Those chosen were contacted directly by the recruiter (who also took care of the compensation) and in-depth interviews were scheduled. As a team, we decided who would travel to what cities to conduct the interviews accompanied by one videographer. I personally traveled to Houston and conducted three ethnographies there and two in New York. In New York the ethnographies were also attended by our team’s junior researcher, whom I personally mentored and trained on the research methods for this project.

An interview and ethnographic guide was written. The research team and I had a collaborative sessions to make sure that all the project goals were being addressed. Once the guide was approved, we presented it to the client’s strategy stakeholders who were very eager to attend three of the interviews personally (those which I personally conducted in Houston and New York). 

The in-depth interview and ethnographic guide consisted of a 2-hour long conversation in which the following points were discussed with the focused performers:

1. First, researchers asked questions about their relationship with the sport, motivations and their processes. To know more what drives the high and lows of their sport, we asked them to fill out a chart in which they explain to us some of their emotional sport-related high and low points during their lives. We asked them to explain to us their graphs during the interview

2. Then we asked them about their personal inspiration in the basketball and running world, and about who influences their decisions in the sport. In doing this, we aimed at understanding the role influencers play on focused performers

3. We asked the participants to show us their sporting clothes, separated by category (tops, shorts, socks, leggings, etc.) and have a conversation about which ones they use the most, which ones they do not, and why. From the previous research project for the client, we knew that trainers and footwear were particularly important for focused performers, so we left the in-depth conversation about them for last

4. Finally, researched asked participants to tell us about how they use digital services and social media in relation to their sports, to train and to get better at them

These interviews were photographed and their audio recorded for research purposes and to use the images in the insight briefs delivered to the client.

 On the second part of the ethnography, the researchers and videographer would accompany the focused performers to a sport session of their choice. The videographer’s task was to capture different aspects of the session. There were no mandatory tasks or questions asked in this phase, but as ethnographers, if something caught our eye we asked the participants questions. These videos and pictures of the sessions were used to build persona reports for the client, who specifically asked for the raw footage to be part of the deliverables

Client really wanted to be involved in the ethnography process in Houston and New York. This proved challenging but was made possible. 

Insight generation sessions and second phase of research:

Each researcher in the United States, UK and China was asked to deliver a detailed report and profile for each of the focused performers they interviewed. These reports were very detailed and they addressed the following points: a. the emotional high and lows of their sport journey, b. influencers and how they influence the focused performer, c. the best sports clothes and footwear, d. the clothes which could be better, e. purchasing considerations, and f. digital services they use. In addition to this, researchers were asked to write 5 key insights for each participant.

Back in New York City, all the research materials (including transcripts, videos, and photos) were gathered and brought back to be used locally for the insights sessions. Before holding our first insights ideation sessions, all research team members were asked to read all the ethnography briefs (including those from China). Once that happened, I organised two global insights session with our researchers in China and the UK in which we aimed at finding out the degree to which focused performers in those markets were different from the United States, especially given that basketball as a sport has been going through an explosive growth in the past decade in the China (which is not the case in the UK). 

After these meetings with our international research teams, we held a series of insights ideation sessions in New York City. These aimed at addressing the following:

• Understanding the cultural contexts of basketball and running among young focused performers. Understanding how sports are connected to the big dedication these young focused performers put into their sport

• Connecting these insights about culture and emotions to find insights that can support different aspects of the client’s products, the development of digital services and stories that can inform their marketing strategies

• Understanding and making suggestions to the client’s strategy team regarding how to use influencers to increase the brand’s penetration in this young focused performer market. In particular, come up with insights that can support strategies to raise the brand’s profile among lower-key influencers (e.g. not big major athlete endorsements)

Given that the guiding principles of these insights ideation sessions concerned marketing and business strategy, one business specialist at our company was invited to take part in them. Our team and I produced a preliminary insights brief that was delivered to the client’s strategy team stakeholders. In doing this, my intention was to have a communication channel open to have constant input from the client to fine-tune the insights that would prove most beneficial to the client. This was often a difficult process, but it lead to a high level of satisfaction on the part of the client.  

This was so much the case that before we even delivered the final insights brief and deliverables, the client asked us to conduct 

4. Findings and deliverables

Due to NDAs in place, I cannot share all the findings of this project, but the following ones are representative of the kind of insights that were delivered to the client:

For basketball focused performers:

•  For US young FPs the stakes in sports is higher than for any other sports enthusiasts, they are fighting for their future. Becoming good at basketball means better college opportunities, professional paths, they strive for acceptance, for their place in the world. To them, the game of basketball represents these ambitions

• US Focus Performers imitate a “professionalized” game, modelled on the NBA. Focused Performers imitate their heroes which drives brand image, apparel and footwear, services, inspiration, ambition

• Brand drives purchase, even when performance, fit or comfort are used to rationalize the decision

• US young FPs are looking for services which mimic the high level science, tracking and data they think is present at the NBA level. This, alongside brand endorsement, makes the FPs feel they are on track to meet their goals

• Video games prime FPs, showing the journey and the brands that will get them there. Basketball video games, especially NBA2K, establish the cultural norms (shoes, brands, clothing, journey)

• Female athletes are stuck between adopting male styles and an undefined ‘female look’. Male style dominates and female apparel and footwear is either not made as an equivalent in fit/ size or there is not enough choice/ variety

• FPs want to find ways to stand out. Nike has become synonymous with basketball culture at High School. It’s easier to default to the same brand as everyone else. FP has a competitive drive to be a leader not a follower. The client brand can celebrate those who think for themselves and break the status quo

• In China, macro-influencers are imported, but the rest of influences (who drive sales more) are all domestic. They are local people who FPs can identify with and often have just one specific skill that the FP can admire and learn from

• The Chinese are reshaping their game. This reflects different body types and needs. They are making a game that works for them, a game that doesn’t necessarily favour the tall and makes way for the skilled everyman

For running focused performers:

• Unlike basketball, runner focused performers have to define their own “look” (or borrow from other categories). There is less celebrity cultural influence in running compared to other categories. This means FPs have to work harder to create their own look

• They want to believe product claims. FPs are always looking for products which make them better, product claims help them feel they are on track. Until they find evidence to the contrary they are prepared to believe the claims

• Runners are loyal to technology which they find across brands (e.g. vents, breathability, cushioning). Once FP find a technology that works for them, they seek it out from any brand

• Competitive edge is sharpest at high-school. But they need new ways to remain competitive as they grow older. They lose some of the social aspect of running as life takes over

• Data is the path to becoming a social runner. Not all FPs want to share their data but there are safer ways to encourage connection e.g. engaging wider groups (friends / influencers) or posting data without leaving a digital trail

• Micro influence is low because nobody ‘teaches’ running. Much less variety of inspiration, tips and ideas compared to other sports e.g. food, nutrition or weight loss

• Running’s cultural narrative has become stale. Rooted in individual triumph over adversity (inclement weather, conditions, fatigue). Focused Performers aren’t passionate about the culture - even whilst they are passionate about the sport

All insights were delivered making extensive use of the participants own voices and quotes, as well as with the research materials that showed their opinions. Detailed strategy recommendations, persona profiles and raw video footage were also provided as part of the deliverables.

As the most experienced researcher in this project, along with my company’s global CEO, we gave a 45-minute long presentation to stakeholders of the client’s strategy and market teams. 

5. Outcomes

Two weeks after presenting the insights, my team was asked to present the findings and participated in a co-creation workshop with marketing, product design and business leadership stakeholders. Our presentation focused on the insights and we answered questions from different team members about what our opinion was on their particular areas of work within the company. At every step of the way, it was important to show strong research evidence (mostly making extensive use of the participants own quotes) to back our claims.

Two months after delivering the insight briefs, the client commissioned us to conduct a co-design session with runner focused performers in China in order to find out how products and marketing could fit the needs of Chinese consumers better.