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#WomenoftheWave
Client
O'Neill
Type of Client
Retailer
Category
Deep Research
Location
Los Angeles
BRIEF
Ever wonder what goes down at the SoCal surf scene for women? Ahead of the Lexus US Open of Surfing, held annually in August in Huntington Beach, California, our client wanted to gain location-specific data and demographics information for women in LA who are into surfing.
WHAT WE DID
We sent brand ambassadors to Huntington Beach in 2024 to conduct surveys with female surfers about their upcoming plans for the year. We asked women what their shopping habits looked like, what other brands they're associated with, what areas of LA they frequent, and what sort of milestones or goals they plan on working toward throughout the year.
Our final report synthesized the data, and used AI to extrapolate brand outcomes and insights. Our client can plan hard-hitting, demographic-specific women's content across their brand properties, such as social media and Youtube, as well as assisted their product development process and in-store activations for the upcoming 2025 season.
