When challenged by Nike to define the prototypical Hurley consumer, the Free Radicals team were tasked with defining a methodology that could surface actionable insights on how Hurley could best serve the consumer and add value to their lives
Gather and document qualitative consumer data that either supports or challenges Hurley brand assumptions. Part 1: 1-1 interviews with 300+ surf obsessed teens Part 2: Day In The Life We spent a full day with 5 separate local teenage opinion leaders from 5 different So Cal neighborhoods to gain insights about what they need to surf better and have more fun. Part 3: Road Trip.There is nothing like being trapped in a car for hours to reveal a person's true nature. We put six kids in a minivan and surfed the California coast from Venice to San Francisco, giving the kids the opportunity provide valuable insights into how Hurley could help them surf better and thus have more fun.