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Finding cool people requires thinking about things a little differently. You can’t simply
call someone on the phone, inquire about their “coolness” and invite them to a focus
group. Instead you need a snowball recruit. You need to find people who know cool people, who know
other cool people. Similar to networking, but on a more personal level, we called women we know
exude coolness and who in turn, know others just like themselves.
Once we found them, we asked them to show us their worlds. They created
collages and took pictures of the things that make their world go round and the things that are
important to them. Things such as getting enough sleep, organic produce, drinking enough water,
having enough “me time” and for some, creating their own special rooms, devoted to
themselves! We asked them to go grocery shopping and to purchase products they consider truly
revolutionary. They brought cool things from home, things that made them happy – funky shoes,
trendy clothes, even their favorite comfort foods. All of this provided stimulus for our client.
Cool women need cool settings, so we conducted the sessions in really comfy places: a trendy condo,
a fancy hotel and a day spa. With the use of creative and innovative techniques we were able to give
our client fresh information that helped create a new brand for today’s lifestyles.
Let this be an exciting bit of encouragement to not only step outside the
traditional research box, but to stay outside and walk around in the fresh air for a while.
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