Our approach involved interviews with local experts in both retail and human variables (cultural, historical, and urban dynamics). To grasp the practical implications of these nuances, we conducted contextual observations of traditional retail locations in the region, as well as the client's direct competitors.
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We interviewed people in their homes, capturing photos and videos to go beyond their words in describing their routines, lifestyles, and how they use products relevant to the client. The quantitative research phase was conducted in person at high-traffic locations due to the lower digital literacy of much of the target audience, resulting in reduced presence on online platforms and panels.
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Our findings guided the client's communication strategy, as well as adjustments to their portfolio and service offerings in this specific market.

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