How will Nike improve the e-commerce experience of their customers, to enhance sales via their official website?

36 sports lovers

3countries: Poland, Russia, Turkey

  • Collaborative approach
  • Mobile ethnography
  • User experience
  • Brand communication
  • Cultural insights
The Opportunity

Nike is the world’s biggest brand of sports shoes, clothes and equipment, and maintains a highly consistent brand experience for its loyal customers around the globe. Having developed a hypothesis in relation to particular e-commerce features on the official Nike website, the Nike team needed verification across multiple markets in order to progress its solutions with confidence. intO was appointed to run qualitative research with participants in Russia, Poland and Turkey as part of this collaborative, multi-agency project.

Our Approach

We recruited research participants in accordance with specific screening criteria and in relation to four lifestyle brand categories. The participants’ awareness of other multi-brand sportswear retailers was also identified. Interviews and mobile ethnography were used to gather cultural insights and to gain an understanding of the user experience and surrounding perspectives in relation to Nike’s existing e-commerce features.

Business Impact

intO delivered market-specific cultural insights, which focused on the e-commerce shopping experiences and sports aspirations of Nike’s customers, to steer future brand communication. Video interviews were translated and subtitled in order to help forge a closer connection between the Nike insights team and its customers in these markets.