Product In-Home Use Testing
How will your product be used in the real world? We took a 400 bottles of a newly developed product from Naked Juice and a panel of 28 consumers for an extensive evaluation and use-case testing. A mix of quantitative and qualitative tools in a special online forum provided genuinely open and candid consumer feedback critical for improving product formulation and positioning for final launch.
Wireless Market Consumer Segmentation
A new T-Mobile consumer segmentation was developed for a more complete understanding of the consumer in the U.S. wireless communications space. A research approach and launch platform was built to defined these consumers in a crisper, tighter and more actionable light. In-home interviews and editorial crews took shape and designers, web developers and event gurus were commissioned to bring a fresh perspective to life for T-Mobile employees.
Business Incubation: Longshot Apparel
The tall guy is constantly compromising, especially if he is tall and lean. We founded Longshot Apparel to create ready-to-wear shirts tailored specifically to fit tall guys 6 - 6’10. The mission: Taking the big out of big and tall. As one of the founding partners, how many strategists do you know that is learning the latest in online retailing, social media and USA manufacturing in a personally-owned start-up? Longshot Apparel is available online only at www.longshotapparel.com and ww.taigan.com.
adidas by Stella McCartney
An innovative partnership with adidas in 2005 that even today sets the stage for style direction of women’s athletic apparel. In a brand management role, steered development of a comprehensive consumer marketing program with emphasis in all the usual spaces - but this time to an upscale, fashion-hungry female consumer. Expertise: High-end events, luxury retail online, women’s fashion and apparel.
The NBA Fan Immersion: Avid vs. Casual
A three-city project was conducted to fine-tune targeting of T-Mobile’s NBA platform and identify opportunities. Findings were utilized by internal promotions in strategy setting and shared with the NBA in defining partnership expectations. Insights were also foundations for media and advertising development.
NGO Initiative Development: The Adi Dassler Fund & Right to Play
In 2007 adidas' non-profit division partnered with Right to Play to create a global sport for development program leading up to FIFA World Cup 2010 in South Africa. Lending it’s retail resources and product development knowledge, the Adi Dassler Fund set to activate a global fundraising and awareness initiative for the already established NGO. S. Clare work in development of the parthership and engagement strategies at both global and local levels.
Compiled from fieldwork, in-home interviews and major syndicated studies, the consumer profiles offer an in-depth look at the individual behind the transaction. Covering topics such as personal interests, finances, tech and mobile lives, these personas help employees understand the needs states through the lives of real people.
Brand Management: Adidas Impossible In Nothing
Managed a U.S. based team for a $25 million brand initiative featuring Muhammad Ali, Laila Ali, Tracy McGrady and other sporting greats. Responsible for setting strategy and leading cross-functional teams in advertising, retail, in-store, public relations, events, e-commerce, online marketing, media and regional applications.
Go-to-Market: adidas Heritage & adidas Sport Style Group
Strategic consulting and go-to-market program development for adidas AG Sport Style Division and adidas Origainals on a global and regional basis.