Engaging the street, winning the game

Victoria Brooks

This article discusses how an interactive research programme involving a dialogue with a 'cutting edge' target was used to develop 'And 1', a specialist basketball shoe and apparel brand.

Engaging the street, winning the game

Victoria Brooks Fallon

This article presents a challenge to anyone working on brands whose targets live on the cutting edge. It questions the very act of 'researching' these niche targets. Many brands seeking a connection with these audiences employ innovative research techniques designed to slip below the radar, to capture the elusive insight they believe will allow them to be considered the 'it' brand in the inner circles. With the recent proliferation of innovative studies, two questions emerge:

  1. Can we ever keep up with a cuttingedge target...

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