Client: Dr Marten’s
Project: Global Consumers
Agency: Platform13
Sypnosis: To build an connection between the brand ethos, the brand’s team and the consumers
Role: Research Assistant
Project: Global Consumers
Agency: Platform13
Sypnosis: To build an connection between the brand ethos, the brand’s team and the consumers
Role: Research Assistant
My involvement:
- Network Manager
- Ethnographic Interviewing (remote)
- Qualitative analysis
- Interim insights write-up and deck build
Challenge
With a cultural heritage and creative framework in mind, Dr. Marten’s had the urge to establish a connection between themselves, and their consumers. The task was to uncover their personalities and paint a picture of those who represent their brand, get to know their personalities, interests and habits to be able to supply their needs.
With a cultural heritage and creative framework in mind, Dr. Marten’s had the urge to establish a connection between themselves, and their consumers. The task was to uncover their personalities and paint a picture of those who represent their brand, get to know their personalities, interests and habits to be able to supply their needs.
Insight
We establised a relationship with an extended network already identified by the brand in key markets; UK, US, Japan, and Germany.
With the help of a vast research team in each market, we contacted creatives and entrepeneurs to participate in an ethnographic research that shorlisted participants in order to conduct interviews that helped us uncover their corcerns in order to help Dr Marten’s find their positioning.
We establised a relationship with an extended network already identified by the brand in key markets; UK, US, Japan, and Germany.
With the help of a vast research team in each market, we contacted creatives and entrepeneurs to participate in an ethnographic research that shorlisted participants in order to conduct interviews that helped us uncover their corcerns in order to help Dr Marten’s find their positioning.
Output
This four month project resulted in invaluable actionable insights for all future plans from product creation, sales and marketing, even opening up new and previously unexplored areas for the brand.
This four month project resulted in invaluable actionable insights for all future plans from product creation, sales and marketing, even opening up new and previously unexplored areas for the brand.