We hit the streets to ask 10 Tier 2 New Balance Consumers:
'In a shop, what makes you buy a pair of trainers?'
From this research it was clear that there were two subjects that kept coming up with the different individuals asked. These were personalisation (with the mention of Nike i-D and personalising trainers) and a retro trend (with the mention of chunky 80s and bright coloured soles).
This will help us when creating our concept as it has become clear what is important to many consumers who are similar to our Opinion Former.
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