WHY-Q? INC.
Helped a major sneaker company gain access to global consumer
and expert trend-setters and thought-leaders in multiple industries, including fashion,
music, art and media. Developed creative methodologies, including immersion tours and a documentary style video series, that would lead to inspiring findings for new
product development and
brand strategy.
Intercepted consumers in a technology retail store, immediately after purchase of a newly released product, to participate in an ethnographic study. Interviewed them over several weeks in order
to capture their natural user experience, from opening the package and initial set up, through their first weeks of use. Clients got a visual and verbal account of consumers’ user experiences, their feedback and criticisms.
Commissioned by a national
packaged goods manufacturer to explore the current “green” marketplace. Investigated and attempted to provide insight into both the trend as a whole, as well as the specific competitive landscape, as it pertains to health and beauty products. Conducted in -home and in-store interviews, and organized retail immersion
tours for the client.
Embarked on an intensive study (in and across Mainland China) of
Chinese culture and the Chinese marketplace, as it relates to the rapidly growing Chinese consumer class. Interviewed consumers, business leaders, economists and academia in their homes, offices, in the streets, and during shop-alongs. Investigated potential entry points, as well as challenges, for foreign companies considering doing business in China. Produced a feature length documentary that catalogued the research.
Hired by a major, national non-profit agency to gain a deeper understanding of the challenges that low income families face in getting their children into college. Conducted ethnographic interviews in the homes of families with college hopefuls, where high school graduation was the highest level of educational achievement in the household. Afforded the client an engaging and eye opening window into the day to day lives of several families, and provided inspiration and strategic direction for the agency’s new campaign development.
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