Challenge

An international sports shoe retailer wanted to better understand the performance and fit of their trainer portfolio during outdoor activity.

Approach

An outdoor CLT was performed in the US with 150 pre-recruited consumers. 10 products were evaluated in a 120-minute session. Each session consisted of 4 to 8 participants. Consumers evaluated blind products in sequential monadic, following a balanced presentation design to avoid position effects.

Consumers evaluated each product through a 3-phase process, completing a questionnaire at each stage.

Outcome

Results provided accurate benchmarking of the trainers within the trail shoes category and gained a deeper understanding of drivers of liking across the 3 phases: touch, static and in-use.

Actionable ways to improve product to meet defined ideals.