Exploring potential of retail stores for tweens

The client believes there is a potential to create a retail store targeting tweens – an untapped audience in the region

A Qualitative insights phase to explore what attracts the attention of tweens & the in-store experience that will connect with them. This was followed by a Quantitative evaluation of the concept & potential name options.

Design: Ethnography sessions with moms & tweens followed by focus groups with a pre-task done by tweens. Quantitative interviews with mothers

The research helped bring alive the world of the tweens – their role models, their aspirations, their collectibles, the games & fashion that attract their attention. It was also able to give clear direction on the in-store experience & name options for the concept.

The research was also used to understand the choice factors, functional drivers & emotional affinity aspects, in deciding the place to shop for the tweens.

The insights were used by the client to fine-tune their concept & are expecting to launch the concept across the Middle East.