Client Name

Ideas by Gul Ahmed Private Limited

Faculty Advisor

Ms. Yasmin Zafar

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

Our project aligns with the Thought Leadership area of Behavioral Studies by deeply exploring how consumers think, feel, and act toward the IDEAS brand. Through six focus group discussions and four in-depth interviews, we uncovered emotional drivers, attitudes, and decision-making patterns across different age segments. Younger participants expressed frustration with the brand’s outdated styles and lack of digital engagement, while older women valued its reliability but noted a lack of freshness. These insights were further validated through quantitative analysis of 550 survey responses, where segmentation and hypothesis testing helped us identify behavior-based customer clusters. By grounding our strategy in these behavioral insights such as preferences, perceptions, and generational expectations we were able to design a targeted campaign that not only resonates with different audience segments but also influences their future brand interactions, showcasing how behavioral research can inform real-world marketing strategy.

Aligned SDGs

GOAL 17: Partnerships to achieve the Goal

Aligned SDGs Justification

Our project aligns with Sustainable Development Goal (SDG) #17: Partnerships for the Goals by exemplifying a successful academic-industry collaboration aimed at addressing real-world business challenges through data-driven insights. Working closely with IDEAS, we conducted in-store surveys after signing a Non-Disclosure Agreement (NDA) and ensured ethical data collection with informed consent. This partnership enabled us to gather authentic consumer insights and translate them into actionable strategies for the brand. The collaboration not only bridged the gap between academic research and corporate application but also fostered mutual learning students applied theoretical knowledge to practical problems while the company gained strategic recommendations grounded in rigorous research. This model of cooperation reflects the essence of SDG 17, promoting inclusive, cross-sector partnerships for sustainable growth and innovation.

NDA

Yes

Abstract

This ELP combined 550 survey responses from Karachi, Lahore, and Islamabad with six focus groups and four interviews in an effort to track brand health using a mixed-methods approach. We discovered significant trends in consumer behavior and brand perception by employing R for quantitative analysis and thematic coding for qualitative insights. The results include a gap analysis of IDEAS products and online presence, customer personas, and a recommended campaign strategy.

This project was an academic and industry collaboration to address real business challenges with research-informed insights and aligns with SDG #17: Partnerships for the Goals. Conducting interviews, questionnaires, and focus groups, we were able to develop an understanding of consumer attitudes, emotional drivers, and decision-making. There were also aspects of thought leadership in the area of behavioral studies. With these insights we developed a strategy that positioned and segmented and delivered a messaging based behavior change strategy which shows the value of behavioral research in the business context.

The project quantitative analysis of surveys, qualitative exploration obtained from focus groups and interviews, a detailed gap analysis comparing IDEAS to market competitors, and a strategic marketing campaign. All of this supported by consumer behavior insights received.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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