Client

A major shoe manufacturer based in North America, with operations and showrooms in New York, Los Angeles, and Dallas.

Objective

The primary goal of the study was to understand and analyze the factors influencing consumer purchase trends and develop actionable growth strategies for the client.

Key areas of focus included:

• Identifying consumer preferences.

• Understanding purchase triggers and barriers.

• Crafting strategies to optimize product offerings and market positioning.

Methodology

A qualitative research program was designed to gather in-depth insights from the target audience. The methodology included:

• 10 in-person Focus Group Discussions (FGDs): Conducted at the client's showrooms, covering all three geographical areas.

• Sample Composition: Each FGD included 7–8 male participants aged 25–29 years with an average household income of $125,000.

• Session Details: Discussions were conducted over 105 minutes per session to ensure rich and comprehensive data collection.

• Timeline: The research was executed between September 10 and October 6, 2022.

Findings

1. Purchase Behavior Drivers:

   • Comfort and durability were the top purchase factors.

   • Brand reputation significantly influenced buying decisions, particularly among young professionals.

   • Aesthetics played a critical role in determining choices for casual and formal footwear.

2. Barriers to Purchase:

   • High price sensitivity among certain segments.

   • Limited availability of preferred sizes and styles in-store.

3. Consumer Expectations:

   • There is increase in sustainable footwear trend and eco-friendly shoe demand.

   • Desire for an omnichannel shopping experience integrating online and in-store services.

4. Regional Insights:

   • Consumers in New York favored footwear style trends and fashion-forward designs.

   • Dallas respondents preferred practicality and comfort over trends.

   • Los Angeles participants sought a balance between style and performance.

Outcome

The study provided actionable insights that helped the shoe manufacturer:

• Revise Product Strategies: Focus on introducing eco-friendly product lines and expanding style and size options.

• Enhance Customer Experience: Roll out a seamless omnichannel shopping solution and experience, ensuring better integration of online and offline services.

• Market Differentiation: Implement region-specific marketing campaigns to cater to distinct preferences in New York, Dallas, and Los Angeles.

Conclusion

The project successfully uncovered valuable consumer insights that aligned with the client’s growth objectives. By addressing the identified barriers and leveraging the drivers, the client was positioned to refine their market strategies, increase consumer satisfaction, and enhance brand loyalty in the North America footwear market.

Understanding your customers isn’t just an advantage—it’s a necessity! Connect with our experts to identify emerging consumer trends, refine product offerings & marketing strategies and gain a competitive edge with data-driven decisions. Don’t just guess—know what your consumers want!