As Puma continues to expand their mass retail presence, specifically in the sports-inspired footwear, fashion and lifestyle market internationally, the business requires greater real-time consumer data and insights to make more agile but robust business decisions.
NERDS identified that the sportswear-inspired youth consumer profile is incredibly nuanced at a local market level. Hyper-localised cultures and trends are the dominant factors that influence and drive consumer decision-making amongst these groups.
NERDS built a bespoke European Gen-Z consumer panel & dynamic research platform to deliver against the brands needs. We leveraged the platform to provide consumer research, retail consumer mapping, and product and comms testing at a universal, city-specific and retailer-specific level.