Sympler's Kara Mullins and Foot Locker's Rachael Dimit will take the stage at IIEX NA to explore how creativity unlocks deeper human understanding in research.
When partnering with Foot Locker to explore the meaning of "culture" for its consumers, Sympler used creativity, play, and intuition to access subconscious insights—revealing unexpected pathways that informed Foot Locker’s product strategy. This session will dive into how creative research methodologies unearthed a richer understanding of consumers’ connection to basketball—not just as a sport but as a cultural force and fashion influence.
Join us as we reveal how creativity shaped every stage of the study and why we must flex these muscles while leveraging AI to refine and enhance our abilities.
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