Italy’s Twinset customer insight.

At TRP insight always beats hindsight.

“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals”. David Ogilvy

Italy’s unique fashion brand Twinset asked for our help to re-connect with their customers.

Twinset’s ambitious international growth plan meant the brand had to reinforce their understanding of an ever-expanding customer base. This is where we came in to play, helping Twinset gather the insights necessary to not only understand the customer, but to anticipate her needs and ultimately exceed her expectations.

Client quote: “We wanted to improve our emotional understanding behind customer behavior. The insights discovered are helping shape our future strategy and gain alignment behind real customer needs” Silvia Zaganelli, Business Development.

As part of our wider Twinset customer validation work, we arranged and facilitated a range of focus groups involving current, lapsed and potential Twinset customers. Specifically, the discussion focused on their perception of the brand, product, competition, in-store experience, digital experience and marketing communications.

We managed the end-to-end focus group process, covering all tasks from client liaison, management of legal aspects, recruitment, venue hire, moderation and finally creation of a detailed report highlighting actionable insights – all in Italian of course!

As a result, the brand now has a clear understanding of who their bulls eye customer is. For Twinset, the benefits of reaching alignment on their customer across all functions of the business mean they are able to better target their product design and marketing activities, so they can really connect and engage with their core customer and new customers alike.

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