Customer Insights Blog

Customer Profile: Under Armour Basketball

Under Armour is a sportswear company with one of our favorite taglines: “Everything here is built to make you better.” The company’s CEO is Kevin Plank, a former University of Maryland football player who has made it clear that his goal is to dethrone Nike as the world’s top retail sports brand. Under Armour has a shot – even though Nike still makes 10 times as many sales, Under Armour is growing three times as fast. Last year, Under Armour won Ad Age’s 2014 Marketer of the Year award for its “I Will What I Want” women’s campaign, which finally allowed them to expand their appeal across gender lines.

Posted by Lauren on Oct 28, 2015 4:30:00 AM
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Topics: Report, Customer Analysis

Pitch Brief: Heinz Ketchup is looking for a New Content Agency


Currently, Kraft Heinz is reviewing its creative accounts with an eye to cutting costs - and the company is actively looking for agencies to come up with creative marketing ideas (while the work itself will be outsourced to production houses). Most likely, this review will involve Heinz's incumbent agencies:  McGarryBowen, Leo Burnett, Taxi, CP&B, Cramer-Krasselt and David.

Posted by Max on Oct 23, 2015 5:45:00 AM
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Topics: Report, Customer Analysis, Market Analysis

Audience Analysis: Patagonia Consumer in the US

Surfing, mountain climbing, skiing, fishing, kayaking in the wilderness - the Patagonia brand lives and breaths passion for the outdoors. Not surprisingly, so do its customers. Patagonia isn't one of those brands that pays lip-service to the outdoors while selling to plaid-clad hipsters. Their customers really are the people who are scaling sheer cliff faces and tearing down snowy hillsides at one-hundred miles per hour.  

Posted by Lauren on Oct 14, 2015 9:47:26 AM
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Topics: Report, Customer Analysis

Audience Analysis: Old Navy's Consumer in the US

The newest “new face” of Old Navy is Julia Louis-Dreyfus, at least after Amy Poehler took her beautiful face elsewhere. And, if you go by the demographics of the clothing brand’s recent spokeswomen as any indication, Old Navy’s target audience should be between 44 (Poehler) and 54 (Dreyfus) years of age, female, and fans of comedy. But you know what they say about assumptions – they don’t fit very well in skinny jeans. So we took a deep dive into the consumers of Old Navy to see who they are, where they live, what they like, and who they look to for lifestyle inspiration.

Posted by Lauren on Oct 7, 2015 4:00:00 AM
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Topics: Infographic, Customer Analysis