Biz Issue

A national home furnishings retailer was expanding into new markets but did not know which consumer segments represented growth opportunities and what actually motivated them to shop at their store. 

The Journey

Guía designed a three-phased learning plan, first grounding with the C-Suite via a series of executive interviews that informed a subsequent qualitative deep-dive and national quantitative segmentation study. The design brought shoppers to life by incorporating journals, shop-alongs and group sessions that explored the meaning of home, the brand and core values. After each research phase, we designed cross-functional Workshops that maximized the impact of the learning. The result? The brand was able to identify their core and opportunity consumer across priority US regions and launched a series of successful initiatives. It now continues its expansion.