Sportsgirl Insiders

Client: Portas Agency Tags: Youth, Retail, Fashion, Ethnography, Remote

The challenge

Get a deeper understanding of the Sportsgirl customer - who they are, how they shop and what they think of the brand.

The approach

nativeye worked with Sportsgirl's agency Portas to create a research community of Sportsgirl customers. Participants were recruited via a branded sign-up page that was promoted in the customer newsletter and social media. After completing 3 assignments they were eligible to be entered into a prize draw.

nativeye helped to manage the community and generally ensure the smooth running of the engagement, as well as providing research design support.

Above: Participants were set 3 assignments over 4 weeks.

Above: Multimedia posts appear in the dash in real-time. Researchers can like and comment to probe further.

Value

  • Over 1400 responses from 720 people over 4 weeks
  • A response rate of 30%
  • A rich quantitative and qualitative picture of participants which has evolved Sportsgirl's customer segmentation and that is informing the future creative direction of Sportsgirl advertising
  • Bringing the company closer to its customers through photos and videos that brought to life many aspects of customers' lives: from personal beliefs & interests, friendship groups, favourite outfits and dressing habits & rituals
  • Sportsgirl now have an active customer community for future research engagements