A client from the footwear business commissioned PMR Research to conduct an explorative qualitative brand image study among the target group for its products. Our client was looking to obtain the following information:
- Perception of footwear in general and importance of various attributes of shoes when shopping for shoes and when wearing them
- Perception of the client’s brand compared to rival brands in terms of product attributes and feelings evoked by the brand
- The brand’s relationship with its customers.
In order to obtain this knowledge we conducted market research using the focus group technique (FGI). We ran four FGIs with women and two with men. On the basis of the output material our client received a detailed report, which was also presented at the client’s headquarters by our researchers. Our client plans to use the results to structure a new development, positioning and communication strategy for their shoe brand.
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Qualitative brand image research for a footwear manufacturer – focus group interviews