November 2017
In the fashion industry, it is necessary to periodically study the purchasing path of your customers: for this reason, we were chosen to organize a series of focus groups in the Italian market in Milan, Rome and Naples for the Elisabetta Franchi brand.
the aspects studied in the focus groups
The focus groups allowed us to gain important insights into:
Customer purchasing journey (retrieved with a balanced age mix among the brand's customers)
purchasing channels
brand perception in relation to the competition
purchasing planning and context of use
insights into the development of future lines
brand discovery channels
research process
The research method used was the execution of 6 focus groups in 3 Italian cities, finding Elisabetta Franchi customers with a detailed research screening and ensuring the execution of a preparatory exercise for the discussion group.
Our marketing agency took charge of all the qualitative research, starting from the sourcing and incentivization, choice and preparation of the location, purchase of sample items as props for the discussion, video recording, simultaneous translation and obviously moderation of the focus groups and writing of the final report.
result
The fieldwork lasted 3 days in total, thanks to a precise recruitment phase (which in our case always includes reserves), with delivery of the full research report the week following the closure of the field.
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