Market in View successfully recruited individuals to participate in a study for the outdoor footwear industry. Six in-home friendship groups and four shop-along groups were conducted in two markets. Individuals were screened to identify those who embodied the personality, brand preferences, and lifestyle criteria required for the study. Socially and physically active adults, influential in their peer groups and would be considered an outdoor enthusiast, were recruited for the in-person discussion groups.

service: Qualitative
completion date: July 2016

the approach: The targeting requirements for this recruit consisted of identifying individuals who are active in outdoor sporting and recreational activities and hold a range of professions, including creative professions. An awareness of performance brand footwear and identifying specific consumer habits were required. Market in View was able to recruit participants with the specific market criteria required to ensure a valuable discussion for the client.
the results: Market in View identified and recruited the required mix of adults, each exhibiting a desire for new experiences and an appreciation of and investment in outdoor footwear. The client was able to gain valuable insights from these groups regarding consumer brand preferences and the supporting reasons for those preferences to aid in the overall marketing strategy.