Work

Consumer, culture and lifestyle research and strategy projects I’ve worked on.

Most of this work has been done while working at This Memento.








Reebok MYT








Helping Reebok inspire & create a new, younger and outspoken lifestyle line.


To get a better understanding of the streetwear and lifestyle culture in Liverpool I followed 4 consumers for 6 months and dug deep into their city; Liverpool.

These 4 bold, creative and expressive people provided us with insight to help create, inspire and feed the Spring Summer 2021 collection for a new younger line with more attitude from Reebok called Meet You There (MYT).
This helped the designers get a better understanding of who they are targeting, what they should design and how the city of Liverpool is developing. 

To read more about my discoveries and Liverpool go to my blog about the city:


6 Months of ongoing qualitative research:
Cultural, lifestyle and city research
Sample reviews
Ethnographic deep dives
City Mapping
Workshops

Nike SB

 

Diving deep into Western Europe skateboarding culture.


Nike SB asked us to get a better understanding of skateboarders and skate culture inspired people in Western Europe.
During a trip across Europe (London, Barcelona, Berlin and Copenhagen) we spoke to young people who either skate or are interested in skate culture. In between focus groups I was able to immerse myself into the skateboarding scene of that city by talking to experts, visiting retail and going to events. By doing so we were able to define a consumer skateboarding vs lifestyle spectrum and actionable brand/product strategy insights.

Hedone Apparel

Rotterdam streetwear culture and lifestyle target group research

Freelance project


Rotterdam based brand Hedone wanted to get more of an insight into its cities young streetwear culture and lifestyle enthusiasts.
By asking them to fill in an extensive survey and moodboards visualising Rotterdams streetwear culture and lifestyle scene.

This resulted in consumer insights and trends which helped the brand marketing, content creation and insight into what is happening in the world of their consumers.

Moodboard by consumer

Moderation & Deep Dives


Interviewing, moderating a focus group or diving deep into someones life from dusk till dawn, to really get to know someone.

Consumer, Culture & Lifestyle Research

Researching a target group/culture by various methodologies which uncovers the (un)written rules they live by.

Product Design Direction


Based on research coming up with consumer input and trend based product design, concept and collection direction.

Brand Strategy



Actionable results translated into brand strategies, whether that is brand, marketing, or retail.