Nike Women Consumer Research and Positioning
Contribution: Pitched research objective and approach, conducted research, authored and designed methodology and insights book
Collaborators: Julie Igarashi (VP Nike Women), Kyle Schenone (Research Partner), Lauren Holden-Kilbane (Producer), Hiroyuki Seo (Photographer)
Description of Project:
Due to the quickly-shifting culture of Nike Women's current and aspirational consumer, a body of research was conducted to better understand how Nike Women could better engage with her. I led a team that conducted on-the-ground and empirical research in NYC, then authored and designed a coffee-table-style book of our insights.
This body of research activated a new approach to research methodology as well as consumer strategy for Nike Women. The research was later duplicated over a dozen different cities internationally.
For obvious reasons, most of the work from this project cannot be shared publicly.