Adidas TERREX develops an award-winning new product

The challenge

adidas TERREX needed to deeply understand the authentic behaviors, daily challenges, and preferences of city-dwelling consumers — before committing to a final jacket design. The goal was to develop a product that would genuinely resonate with its target market, not just perform well in internal testing.

Key questions included: What features matter most to urban outdoor consumers? Which design elements drive purchase decisions? And how does price interact with product configuration to affect likelihood to buy?

The GroupSolver approach

GroupSolver conducted consumer research across multiple countries, surveying thousands of respondents in 7 languages. The study combined conversational AI-powered open-ended questions with rigorous discrete choice modeling.

Respondents compared pairs of jacket concepts with varying attributes — price points, sleeve lengths, pocket placements, and functional features. Discrete choice tasks were repeated up to eight times per respondent to build robust preference models. Logistic regression analysis then quantified each feature’s impact on purchase probability.

Consumer language was captured verbatim, transformed into quantified insights, and delivered as visual reports that guided the product team’s decisions.

The results

The research directly informed the design of the XPLORIC parka — an award-winning jacket featuring:

• Zippered pockets for weather protection
• Adjustable hood and cuffs for fit customization
• Waterproof hand pockets for urban utility

Every feature can be traced back to what consumers told GroupSolver they valued. adidas TERREX also gained a deeper, quantified understanding of their target consumer that will inform future product decisions.