LOCALISING IN AUSTRALIA

Following a brief from a global footwear retailer, we were asked to make sure a segmentation built in Europe actually landed in Australia. We had previously restructured the brand's segments into distinct subgroups rooted in youth style culture. That framework had since been quantified and it now needed local texture. We designed a fast qualitative sprint across Melbourne, Sydney and Brisbane with 18 young people aged 16 to 20, recruited through a local creative network and our own youth research contacts rather than panels. The interviews then worked through every dimension of the segmentation to test what held in Australia and what shifted. The output was a clear view of what is genuinely different about Australian youth culture, and a set of rewritten segment profiles that reflect the local market on its own terms.