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Running Shoes

Understanding Consumer Mindsets & Decision Journeys

Skin Care

Understanding Consumer Mindsets & Decision Journeys

Transcript

[AI Moderator]
It sounds like you really geek out on the gear side. Let's talk about running shoes specifically. Can you think back to the last time you decided you needed a new pair? What sparked that search?

[Participant]
Yeah, my running shoes were getting pretty old. And I actually, I was talking to a few friends and they were telling me about this new pair of running shoes that they had out. They were the same running shoes that Kipchoge wore when he won the Berlin Marathon. And so I wanted to try it. I wasn't exactly sure whether they would fit me. I wasn't exactly sure whether they'd make me faster. I wasn't exactly sure whether I would really like them, but I ended up trying them out and I really loved them.

[AI Moderator]
It sounds like a mix of things got you thinking. A bit of wear and tear on your old pair, plus some chatter from friends about the shoes worn by a famous marathoner. When you first started looking into these shoes, what was your very first step? Did you go online, ask more friends, or maybe head to a store?

[Participant]
Yeah, first of all, I went online and then I looked at the ratings for the shoes and I also looked through a few blogs that ranked running shoes. And so after that was done, then I went to the store, to a Nike store, and effectively just asked them what pair they would recommend and what they're hearing from different folks. But this was after doing a ton of research with my friends and seeing how much they liked them and even trying on a friend's pair. And so it was pretty expensive, but that was what I needed in order to feel comfortable to buy such an expensive pair of shoes.

[AI Moderator]
Sounds like you really did your homework. Online ratings, blogs, friends' opinions, and even trying on a friend's pair before heading to the Nike store. That's thorough. When you were narrowing it down, what were the absolute must-haves for you? Was it performance, fit, price, something else? Tell me a little about how you weighed those factors.

[Participant]
Yeah, I think the most important thing for me was performance. I wanted to make sure that the running shoes would feel very light on my feet because I'm really trying to run a sub-4 marathon. And so I need something that will keep me going in those last few miles. You know, mile 19 is very tough. And so I wanted something that would allow me to keep the energy and keep the motivation going after that. And part of that is also fit, right? Like I wanted something that felt good, something that didn't cause blisters because I run so frequently. And so those were the two main things. Price is obviously an important consideration, but for the right pair of shoe, I would pay anything.

[AI Moderator]
I hear you. Performance and fit really stand out for you, especially with that big marathon goal and all those daily miles. Price matters, but it kind of takes the back seat if the shoes meet your needs. When you finally went to the Nike store, can you walk me through what that was like? Anything stick out about the shopping experience there, either good or bad?

Keplar Voice conducts thousands of natural conversations with your customers, delivering deeper insights faster and cheaper than traditional market research.

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Key Benefits

The Research Platform

Insights at Scale

Understand the "why" behind consumer behavior, perception, and consideration across hundreds of conversations, fast.

Multi-Lingual and Global

Keplar can have conversations in over 50 languages including Spanish, French, Chinese, Portuguese, Italian, picking up on local slang. Recruit globally, speak locally.

Supports Visual Stim

Keplar can show participants visual stimulus dynamically, unlocking use cases ranging from concept testing and message testing all the way to usability research.