Marketing happens in a social context, and sociology reveals the unwritten rules that govern that context. By examining how class, culture, and community shape tastes and purchasing norms, brands can anticipate why a product takes off in one subculture yet struggles in another. Concepts like reference groups, social capital, and status signaling explain why the same sneaker is a badge of belonging in one peer circle and a symbol of rebellion in another - knowledge that lets marketers tailor positioning to each tribe’s unwritten code.
User- and UX-research give marketers a microscope rather than a telescope: structured surveys map the “what”, moderated interviews reveal the “why”, and real-time usability tests expose the “how” of each click, pause, and abandonment. By triangulating these data streams - demographics, attitudes, behaviors - we surface the true shape of the target audience, often discovering micro-segments that generic personas miss. Insights are then fed straight into strategy: product copy swaps jargon for the language users use, journey flows are reordered around the paths they actually take, and media spend is reallocated to the channels they trust most. The result is an evidence-backed loop where every launch, tweak, and retargeting move is calibrated to the audience you now know, not the one you only assumed.
Based on the research, we created wireframes to map out the new website's layout and navigation. These wireframes were then reviewed and refined with the company's stakeholders to ensure they aligned with the company's goals and objectives.
With the wireframes as a guide, we got to work on the design of the website.
We kept the design clean and modern with a focus on making it easy for users to navigate and find the information they need.
We also incorporated the company's branding to give the website a cohesive look and feel.