consumer insight

Crafting resonant marketing strategy often requires deep cultural and consumer insight. Converse was keen to explore its brand amongst American teen females. We dug into their attitudes, behaviors and brand affinity through a nationwide qualitative online research project and coupled this with deep desk research into Gen. Z, plus interviews with over 20 of the country's top teen experts from the fields of fashion, beauty, journalism and beyond.  The results informed a new creative approach to teen females and inspired evolved retail partner comms.  
Developed whilst at Anomaly with Converse North America.