Urban Outfitters
Pan-European consumer profiling that earned a return engagement four years on.
The Brief
A fast-moving retailer spanning Menswear, Womenswear and Home, growing across the UK and Europe. They needed to understand, at depth, who their customers and potential customers really are - lifestyles, behaviours, mindset, values and how they shop.
What We Did
A blended qual and quant study across five cities in two markets: London, Manchester and Glasgow (UK) and Berlin and Munich (DE). Eight focus groups, twelve hours of in-depth interviews, 24 consumers aged 18–23, and 222 survey responses.
How we brought it to life
Alongside a 50+ page report: a nine-minute mood film, 500+ city stills, and 27 clips of real consumers in their own words — so stakeholders feel the consumer, not just read about them.
The impact
“Far from a report that will sit on someone's desk gathering dust, our team are already taking clear actions.” The proof came four years on: in 2026 the original champion, Head of Marketing, brought InZone back for an ethnographic study of key opinion-formers.
Nike basketball
Mapping the EMEA basketball muse to shape product, brand and experience.
The Brief
Nike needed to deeply understand the EMEA basketball consumer through culture, behaviour and aspiration — drawing out local vs global influences — to directly inform product design, branding and experiential offerings.
What We Did
Two phases across five cities: London, Paris, Milan, Berlin and Barcelona. Phase one: ten focus groups, 30 participants aged 16–24. Phase two: went deeper and more immersive - an ethnographic, documentary-led study following one aspirational muse per city, in their own world.
How we brought it to life
Alongside an 80+ page report: a 90-second brand heat video, a 2–3 minute mini-documentary for each city, 100+ stills and eight focus-group clips - work a brand team can sit inside, share and return to.
The impact
Part of the EMEA findings has been used directly to inform Nike's EMEA basketball strategy. As a 2025 engagement the longer-term outcomes are still unfolding, but the signal is clear: the insight reached the strategy table.
IN THEIR WORDS
"Far from a report that will sit on someone's desk gathering dust, our team are already taking clear actions based on a deeper understanding of our consumer."
→ EMEA Marketing Lead, Urban Outfitters
"InZone helped us get under the skin of the EMEA basketball consumer in a way that went beyond standard research. The insight has fed directly into our EMEA basketball strategy."
→ EMEA Basketball Marketing Lead, Nike
COMMUNITY
We don't just study communities. Sometimes we work within them.
Through Creators House, a community-led creative studio and mentoring space for young people in Camden, we keep a live connection to the next generation of talent, culture and voice.
“Batuala and his team have made considerable efforts to ensure that their service is accessible to all. The service provided by Creators House has been a huge boost to our creative industries in Camden.”
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Foot Locker AJVI Retail Launch
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THE LOOP
A CULTURAL INTELLIGENCE MODEL.
Three connected areas orbit a shared centre. Each hand-off sharpens the next. Nothing sits still, nothing gets filed.
CULTURAL EXECUTION
CULTURAL INTELLIGENCE
DEEP CONSUMER INSIGHT
STRATEGIC THINKING
START THE LOOP