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Study #12

Industry: Apparel           Methodology: Central testing facility and IDIs
Project: Women’s Jeans – customer satisfaction

Background

Large apparel manufacturer undertook research to identify fit improvement opportunities in order to drive higher levels of satisfaction and purchase interest for a sub-line. Objectives were to:

  • Determine pre-trial interest
  • Assess post trial interest
  • Determine overall fit performance
  • Diagnostics on specific areas
  • Understand perception of how jeans look on the body

Approach

Women were pre-recruited to a research facility where they tried on multiple pairs of jeans, and completed an evaluation using an iPad. They then engaged in a brief qualitative IDI.

Results

The analytical techniques provided clear direction on which elements of the product needed to be corrected to improve overall satisfaction.

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