Past Projects

Target Sporting Goods

Target had identified their primary customer.
But was this also the person shopping their sporting goods aisle?

Challenge & Goal

Discover who was shopping for sporting goods at Target, and how could Target better “surprise and delight” them.

Approach & process

We shopped along with families looking for sports and camping gear; and spent many days in-store conducting observations and intercepts. Of particular value was working directly with the Target buyers, doing frequent debriefs and field analysis.

Key insights and impact

People came to Target for family-centric sports and camping gear. The curated selection was preferable to Walmart; they would “graduate” to another retailer if and when it became time for more technical or sophisticated gear.