Back in 2019, to prepare for the time for 5-year strategic planning, there was a need to conduct exploratory research which can help to clearly define customer segmentation to firm up product portfolio as well as define brand positioning. The challenge for research agencies was lacking of experience to understand the distinctive nature of fashion retail and the fragmented of each segment on the market.
After several pitching, we were convinced to partner with MAP insights with 3 main reasons: (i) the ability to design appropriate research methodology during ambiguity context to explore completely new industry (ii) quick & flexible in research execution where we took qualitative outputs for quantitative inputs which required highly accurate data analytics skill and experience in minimizing the bias (ii) optimal costing structure.
At the end of the research, we were happy with the service through MAP insights’ willingness to go extra miles for service completion, fast learning and carefulness in every details. Even during the research time, there was the breakout Covid-19 at the early stage of Quantitative phase, the team has doubled down manpower, quickly transformed into online interview to catch timeline to deliver report in early of 2020.