We initially used the Tens mailing list to conduct a survey that collected quantitative and qualitative data of their customer base, and helped us source a pool of participants for further research. Using the quantitative data, we segmented their customer base into groups and recruited 14 customers across these groups for semi-structured Skype interviews.
Based on our conversations with their customers, we created a series of ‘tribes,’ which outlined different groups of Ten's customers and the different forms of value that each of these groups derived from buying Tens’ sunglasses. Corresponding to each of the tribes, we created a ‘chief’ which, similar to a persona, served as an example of an individual who was an archetypal member of the tribe.
Ultimately, based on our learnings, we delivered a series of strategy recommendations around the evolution of their product, brand and marketing.