36 sports lovers
3 countries
Russia, Poland, Turkey
Nike: Online brand perception
How will Nike improve the e-commerce experience of their customers, to enhance sales via their official website?
Our approach
- Collaborative approach
- Mobile ethnography
- User experience
- Brand communication
- Cultural insights
Our process
intO tested Nike’s website remotely in a collaborative agency project. We used qualitative research methods to verify Nike’s proposed hypothesis. Project participants were recruited from three key markets and selected according to four lifestyle-brand categories. We came to understand the participants’ perspective of Nike’s current e-commerce features through interviews and mobile ethnography. intO also identified their levels of awareness of other multi-brand retailers that sell sportswear within the same market as Nike.
Our effects
intO produced cultural insights that were market-specific, which focused upon the e-commerce shopping experiences and sports aspirations of Nike’s customers. We also translated and produced subtitles for all insights videos, to bring Nike’s own insights’ team closer to its customers.