SECTOR
Sport
SERVICES
Quantitative Research
Qualitative Research
Segmentation
OFFICE
London
Markets
UK, China, Japan, USA, Germany
THE CHALLENGE
Asics was losing share and status: casual runners weren’t engaging, committed runners were drifting to specialist brands, and global and local teams lacked one shared story.
THE APPROACH & INSIGHT
We segmented the world of running for the global team, combining quantitative and qualitative research across 9,000+ respondents in 6 markets. The result: 6 running segments defined by style and occasion, from marathon training to weekend park runs. Once defined we visited each of ASICS local teams to help embed the segmentation within the organisation.
One year on, ASICS reported 143% total brand growth. A shared global typing tool now feeds every future research project into one global insight pool, driving clearer alignment and far more efficient marketing investment worldwide. Want to rebuild status and unlock growth? Let’s find the story your data is hiding.
The work we do on segmentation is very important for the ASICS business and has made a real difference to us
YOSHI, Marketing Director, ASICS
