& Happy Thinking People

The People Understanding Company

“MAKING THE DIFFICULT SEEM EASY”

GETTING CLOSER TO TEENAGERS’ FASHION WORLDS THROUGH “AGILE MOBILE” QUALITATIVE RESEARCH

THE TASK

...to inform Levi’s in their strategic directionand communication development.

A cross-cultural study amongst kids & teenagers from two continents – USA and China – to examine their perceptions of fashion and their media behavior …

THE NATURAL AND OBVIOUS WAY FORWARD

THE NATURAL AND OBVIOUS WAY FORWARD

HAPPISODESOur moment-of-truth app

Which we believe takes immediacy and insight generation to a new level.

THE NATURAL AND OBVIOUS WAY FORWARD

PARENT, CLIENT & AGENCY ENGAGEMENT!

+To mirror the kids responses and to get a balanced perspective, we ran the same research with the kid’s parents to gain their point of view!

The Levi’s team and the Creative Agency were involved at all stages and could observe live all respondent interactions for instant input!

…about them, their fashion & their media habits…

…but also about their family,friends and lifestyles.

WE LEARNED MORE THAN EXPECTED

MOBILE ALLOWS

“SHOW AND TELL”

One picture says more than 1,000 words…

What is “stylish and unique”?

QUICK, EASY TO UNDERSTAND, CROSS- CULTURAL FOR ALL STAKEHOLDERS!

CULTURAL CONTEXT OF FREEDOM, “OWN LOOK” A KEY DRIVER

UNSURE, MORE RELIANT ON BRANDS TO PROJECT, SHOW OFF

CROSS-CULTURAL INSIGHTS

CHINESE KIDS USA KIDS

ASPIRATIONAL CARTOON CHARACTERS FIRE UP CHINESE KIDS

REAL STORIES INSPIRE USA KIDS

CROSS-CULTURAL INSIGHTS

WHAT WE’VE LEARNED!

Extremely rich inputAuthenticity – resonant because

“real”Mobile = Agile

Parents as Researchers

A BIG THANK YOU TO