By Jennifer Marley

Last night a few of our clients were celebrated with Marketing Awards.  One of the winners was Sid Lee and Sport Chek taking home Bronze for Film and their Online Campaign called “#MyNorth.”

Working as Sport Chek’s Insights and Strategy Partner, this campaign gave us an opportunity to conduct some of the most innovative pieces of research that I’ve had the pleasure to be involved in.  None of which could have been accomplished without the work of Daniel Berkal of The Palmerston Group.

With his leadership, we conducted immersive ethnographies with local basketball players.  Rather than engaging respondents in a typical focus group format, we went to where our players were actually making decisions and using the products that they purchase.

While some of the research was done in-home and in-store at Sport Chek, the most exciting part was the research we conducted on the court.  Respondents interacted with each other and shared deeper insights during discussions held on the court at Toronto’s famous HoopDome. These insights will help Sport Chek continue to create engaging campaigns and an awesome in store experience.

Congratulations to all and we look forward to taking this even further next year.