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What Adidas can learn from their customers.

Updated: May 14


Kristina Tyshchenko

Account Manager


In Germany, Adidas deferred their rent payments, and consumers across the country have been voicing their outrage. After making $2 billion in profit last year, Adidas appears to be taking advantage of the COVID-19 pandemic for financial gain.


In order to better understand this controversy, Vidlet surveyed Germans throughout the country, using our mobile video platform. We wanted to learn and hear first hand what everyday Germans thought about this iconic global brand. We learned most of them were appalled by the move. Some pledged they would no longer buy any Adidas products.


This strong opposition to the move made by the company appears to stem from people feeling that large corporations like Adidas should not be benefiting from programs intended to help struggling businesses in Germany. This is especially true given how massive their profits have been. With their coffers full, they should have no problem paying for the rent of their storefronts and factories. In fact, there’s an expectation that they would also be able to help with COVID-19 relief, whether that means financial support or the production of medical supplies like face masks.


How We Help Brands With Their Image


Our video research can help brands understand the motivations and perspectives of their customers. In this case we highlighted the frustrations German feel towards the Adidas brand in the wake of this controversy. This can be instrumental in preventing any blowback from reckless decisions that may be made.


Brands like Adidas need to listen to their customers, and we can help facilitate that. We have the tools that will help them understand why people think, feel, act, and react in the ways they do. When major brands have access to this sort of information, they can tailor their approach to how they want to be seen on the world stage.


Brands Need Qualitative Research


For a brand to successfully manage its image, it needs to look into having qualitative research and evaluation performed. One of the areas we specialize in is creating pilot ideas based on our research and analysis.


Qualitative research is critical because it looks at the social interactions and engagement of a brand's customers. This type of analysis gives a deeper understanding of how people perceive a brand. Depending on what the research shows, there can be different actions taken. These would be in alignment with what customers find to be the most preferable. Not conducting this type of research leads to the kind of backlash and fallout that Adidas experienced, which can tarnish a brand's reputation for a long time.


When working with Vidlet, you will receive original insights, concepts, and ideas that can help discover new ways for success. The research we conduct can provide an understanding of the cognitive and emotional landscape of customers and society at large.



Vidlet is an evolution of focus groups and in-person interviews. Thanks to our video platform, we are helping brands of all sizes gain access to helpful insights at every stage of the development lifecycle. With access to global customers through Vidlet, you receive information that can help propel your business to even greater success, while avoiding potential problems.


Image Source: Wikimedia Commons

Video Source: Vidlet, Inc.

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