Going global

: exploring and analysing customer personas across international markets for the online lingerie retailer Curve Catch

Abstract

This study examines the occurrence of customer personas, particularly within the lingerie sector. It focuses on the online lingerie retailer Curve Catch, which intends to expand its services into different markets. Therefore a deep understanding of customer needs and motivations is required. The use of customer personas is proposed as a valuable tool for gaining such understanding which will be further explored within this study. Customer personas are fictional characters that embody typical characteristics of the target audience. By analyzing qualitative and quantitative data, the appropriate user groups can be identified. A balanced approach is necessary, providing enough details to create impactful personas without overwhelming potential customers. Through user interviews, focus interviews, qualitative research, and an online survey, potential customer personas are identified, including fitting room quitters, size outcasts, time starvers, money savers, perfect fits, and comfort seekers. The research also explores the fluid nature of personas, as interviewees relate to multiple personas based on their needs and experiences. Further investigation is conducted through an online survey among participants from Germany, the USA, Portugal, and the UK. The findings contribute to a comprehensive understanding of customer preferences and enrich business strategies for the company Curve Catch.

Date of Award	27 Jun 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joren Gijsbrechts (Supervisor)