36 sports lovers

3 countries

Russia, Poland, Turkey

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

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.

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.