As Puma pushed deeper into mass retail across footwear, fashion and lifestyle worldwide, it needed consumer data fast enough to keep pace with the decisions it’s making, without trading away rigour.
The young sportswear consumer is highly nuanced at a local market level. Local cultures and trends, far more than national ones, are the dominant factor in how these consumers decide what to buy. What works in one city rarely maps cleanly onto the next.
NERDS built Puma a bespoke European Gen-Z consumer panel and a live research platform made for the brand. We used it to run consumer research, map retail audiences, and test product and comms at three levels: the universal, the city, and the individual retailer.
