Example Reflection - Learning

Launch Challenge & Selection

I am a member of the Fashion (dresses) Direction of an  advertising agency and at one point we had a challenge  (which we have to get red of as soon as possible regarding  the current situation of COVID-19 which already affected  us so much). This challenge arose through one of our Point  of sale (dealer), who questioned us about the insignificant  impact on their sales even though they increased their  investment in various impact media.  Even with a plethora of data and "supposed" knowledge  from the target audience, we have come up with shorter  and cheaper test methods. The challenge then was to  take an entire related team out of their comfort zone and  leave tangible and satisfying results sought to keep such  an important customer with us.

Application

Using the studies we managed to put into question an  ethnographic research to know who our true audience was,  what he was looking for, what were his fears and his  objections, among other doubts. With the total opening of  the client and together of my team, we selected 10 clients  of that point of sale (dealer) to whom they were visiting the  store and we interviewed them. The entire team knew  the challenges and openness of just listening to what the  respondents had to say, without influencing their review.

Insight & Approach  So, that was just incredible. Synchronization and the search  for a solution was something I had never experienced  before. With the cross-referencing of ethnographic data, we  identified the major objections to the product and dreams of  these clients in possessing an ever beautiful and elegant  dresses as seen in movies and on celebrities.  I then produced a Canvas from the whole series of  interviews, thus generating a huge surprise on the part of  those involved, since the data that we had previously in  hand, no longer represented who we thought.  The result could not be otherwise. Through new media  using educational videos, our client had an expressive  organic increase in search for purchases and the  exponential increase in the engagement of his audience  with his brand.

