Segmentation Ethnography

We partnered with a global retailer to understand how Gen Z sneaker culture is evolving across cities and scenes, and how an ageing segmentation could be made more relevant and actionable. Through multi-city cultural research across Italy, France, and the UK interviewing 78 young people - combining home visits with retail shopalongs - we revealed how identity, community, and local context shape choice, perception, and segmentation at a local level. The work delivered clearer audience understanding and market-specific direction for showing up more credibly in youth culture across nine cities.