SPA's NEW APPROACH TO GET CLOSER TO THE CONSUMER

"Who I am in the mirror doesn't reflect who I feel like inside. It's hard to explain, so mostly I don't think about it"

SPA launches Lifestyle Tours - a fully tested qualitative approach which provides a much more expansive understanding of a range of lifestyle issues for any given target audience - be that women, kids, men or audiences at different life-stages, e.g. young mums or empty nesters.

The approach was developed by Rebecca Ironside in conjunction with clients who were particularly interested in understanding the broader worlds of their audience and the impact this has on their consumption habits. Lifestyle Tours are stimulus rich, extended immersion sessions which allow for a greater degree of client involvement. The results make for far richer findings which very often challenge and update preconceived assumptions and can highlight shifts in lifestyle which impact on consumption yet could easily go unnoticed in the narrower confines of a standard focus group.

Having already tapped into the lives of women, SPA is planning the next 'tour' which will be the lives of men. Potential clients from a broad industry range are invited to join a consortium to help shape this next study. This syndicated approach is a cost effective way for clients who may consider a bespoke project to be a luxury, to explore the real and current worlds of men in greater depth but at a fraction of the cost.

To discuss involvement and costs, please contact Rebecca Ironside on rebecca.i@spa-mr.com