Clarks
Stepping into the online world of mums
We've been lucky enough to work with Clarks for a couple of years now. We're fascinated by them and the attention to detail and care that goes into every shoe they make. Earlier this year, Clarks asked us to take a global look at their children's shoes and how mums viewed the brand.
As well as talking to mums in group discussions, we spent some time with them in home with their children so that we could get a first hand look at how shoes fitted into their worlds. We found some really interesting differences in how mums decide what's suitable but we also found a fundamental truth which unites mums around the globe - mums want to do the right thing for their children, wherever they are.
What helped us to really understand the common ground mums share across markets though was the way we used digital research to open up dialogue between them. We often use online forums and pre-tasks to extend the conversations we have with respondents, but what we did here was to create a multi-country community so that English speaking mums could share their experiences with us, and each other. By using online we tapped into a vibrant and active world, a world familiar to mums, where they built on ideas, challenged our thinking and involved their children in letting us know what really matters when buying children's shoes.
So in this case, we could say our online mums' community put the spring in our step.
