Consumer Insights in the Southern California Market
UO-SPM Graduate students partnered with SOREL footwear to help understand California consumers and marketplace.
Our task was to understand men’s and women’s insights in order to create meaningful products that would break into warmer climate markets.
In order to do this we organized focus groups, one-on-one interviews, surveys, consumer interceptions, and observed the retail landscape.
FOCUS GROUPS
Our team hosted 7 focus groups where we focused on style, what they look for in footwear, brand awareness, and finally feedback on Sorel. The target demographic was 25-36, all genders, with income higher than $90K.
