Objective and Scope:

The client, a leading online retailer of innerwear, sought to deepen its understanding of customer preferences and experiences across the innerwear purchase journey. It engaged Benori to combine customer analytics with primary research to generate a comprehensive view of buying behavior. The scope included analyzing an existing set of customer data provided by the client and augmenting it with a customer perception survey to triangulate insights on:

• Overall preferences of Indian women across color, pattern, fabric, and usage occasion
• City-wise and regional variations in lingerie buying behavior

Approach:

Benori adopted a mixed-method approach that integrated customer analytics with primary survey research. Historical customer data shared by the client was analyzed to identify patterns in browsing, purchase, and category preferences. These findings were validated and enriched through a detailed customer perception survey focused on purchase drivers, brand expectations, and value-added features. Insights from both data sources were triangulated to ensure robustness and presented through intuitive infographics and insight-led narratives.

Impact:

The combined analytics and survey-led insights enabled the client to:

• Surface nuanced and data-backed insights, including engaging fun facts, on innerwear preferences across regions and customer segments in India
• Use customer education and insight-led storytelling to influence future buying behavior and strengthen brand engagement