In a highly competitive industry in which the entry of new players, positioning around the axes of Cost and Fashion, was eroding the position of our client, they wanted to understand the concept of Professionalism in the sector, in order to position themselves in a solid and differential way in it.
For the public, it is difficult to define what professionalism is. However, we can ask them to recreate their shopping experience, to help us detect their feelings, needs, desires and demands. Twiga held experiential meetings around the last purchase with customers and competitors, where they recreated their journey. Previously, people completed a digital visual diary that had a more introspective and personal character.
At the same time, a survey of 1,000 interviews made it possible to confirm, through empirical evidence, the hypotheses developed in the qualitative phase.
The great wealth of insights allowed us to develop an explanatory model that grouped them around 4 essential needs, on the basis of which the 4 pillars of Professionalism in the sector were located.
In addition to a descriptive analysis, an in-depth analysis was carried out on the basis of different discrete choice models to determine the explanatory factors associated with the valuation of each service, as well as its suitability to the brand. This allowed our client to determine where they were and where they should go.