Of course. It's wise to build a robust research plan before committing to a specific marketing direction. A well-structured plan ensures your final decision is backed by data, not just intuition.

Based on your situation, this is a brand positioning and messaging effectiveness problem. You have a clear target audience (eco-conscious urban professional millennials) and two well-defined messaging hypotheses ("eco-performance" vs. "style with purpose"). Your goal is to determine which message will most effectively drive your key business outcomes: purchase intent and brand recall.

Here is a comprehensive research proposal designed to give you a clear, actionable answer.

Business Research Proposal: "Eco-Performance" vs. "Style with Purpose" Messaging

This plan outlines the steps to collect and analyze the information needed to make a data-driven decision on your brand's core messaging strategy.

Recommended Framework: Jobs-to-be-Done (JTBD) Combined with A/B Testing

• Framework Teaching:

  • The Jobs-to-be-Done (JTBD) framework is a way of understanding customer motivation. It posits that people don't just buy products; they "hire" them to do a "job." These jobs can be functional (e.g., "help me walk comfortably all day"), emotional (e.g., "make me feel good about my environmental choices"), or social (e.g., "help me express my personal style and values to others"). Understanding the primary "job" your customers are hiring your footwear for is the key to effective marketing.
  • A/B Testing is a research method used to compare two versions of a single variable—in this case, your two storytelling angles—to determine which performs better in achieving a specific goal. We will create two distinct messaging concepts and show them to your target audience to see which one resonates more strongly.

• Applicability Explanation:

  • Your two angles, "eco-performance" and "style with purpose," are essentially hypotheses about the primary "job" your target customer wants your shoes to do. Is it a functional job centered on durability and material innovation, or is it a social and emotional job centered on self-expression and identity? The JTBD framework will help us uncover this underlying motivation, while A/B testing will provide the clear, comparative data needed to prove which hypothesis is correct.

Part 1: Information Collection

The goal of this phase is to gather two types of data: broad market context and specific customer reactions to your messaging.

A. Web Search

This initial search will provide a strategic overview of the market you are competing in. This context is crucial for understanding where your brand could best fit.

• Web Search Content & Purpose:
  • Search Queries:
    • "Sustainable footwear market trends Canada 2025"
    • "Marketing strategies for eco-conscious millennials"
    • "Competitor messaging sustainable shoe brands Canada" (e.g., Allbirds, Vessi, Poppy Barley, Matt & Nat).
    • "Consumer values of Canadian millennials in fashion"
  • Analysis Purpose: This search provides the macro-level view. It will help you understand the size of the opportunity, what messages competitors are already using, and the core values your target audience holds. For instance, if competitors are all heavily focused on performance, the "style with purpose" angle might offer a more unique position in the market. This data ensures your chosen message is not only appealing to customers but also distinct from your competition.

B. User Interview Plan (A/B Test Format)

This is the most critical phase. The goal is to get direct feedback on your two messaging angles from your target audience. This should be conducted in a structured, unbiased way.

• Interview Subjects:

  • Recruit 12-16 individuals who fit your target demographic:
    • Identify as millennials (approx. ages 28-40).
    • Live in major Canadian urban centers.
    • Hold professional occupations.
    • State that sustainability is an important factor in their purchase decisions.

• Interview Methodology & Core Questions:

  • Preparation: Create two simple, one-page concept summaries or mock social media ads. One will be for "Eco-Performance" (highlighting technical specs, durability, recycled materials' performance) and the other for "Style with Purpose" (highlighting the look, the brand's mission, and how wearing the shoes makes a statement).
  • Structure: Conduct one-on-one interviews (remotely or in-person) to avoid groupthink. Divide participants into two groups: Group A sees the "Eco-Performance" concept first, and Group B sees "Style with Purpose" first to mitigate ordering bias.

• Interview Script & Analysis Purpose:

  1. Warm-up & JTBD Discovery:
     • Question: "Tell me about the last time you bought a pair of shoes for daily wear. What was the situation and what were you looking for?"
     • Analysis Purpose: This uncovers their natural decision-making process and the "job" they were trying to get done before being influenced by your concepts.
  2. Concept A/B Test:
     • Action: Show the first concept (either Eco-Performance or Style with Purpose).
     • Questions:
       • "What is your immediate gut reaction to this? What words come to mind?"
       • "In your own words, what is this brand all about?" (Tests message clarity).
       • "On a scale of 1 to 10, where 1 is 'not at all likely' and 10 is 'very likely,' how likely would you be to buy a shoe from this brand, assuming you like the style?" (Measures Purchase Intent).
     • Action: Repeat the process with the second concept.
  3. Preference and Recall:
     • Question: "Now that you've seen both, which of these two brand stories is more appealing to you, and why?"
     • Analysis Purpose: This forces a choice and reveals the 'why' behind their preference, linking back to their core motivations (JTBD).
  4. Brand Recall Test:
     • Question (asked after a few minutes of unrelated conversation): "Thinking back to the first brand concept I showed you, what do you remember about it?"
     • Analysis Purpose: This directly measures Brand Recall. A memorable message is a message that will stick with a potential customer long after they see an ad.

Part 2: Information Analysis

In this phase, you will synthesize the collected data using the JTBD framework to arrive at your final, actionable recommendations.

1. Map out the Jobs-to-be-Done:

   • Go through your interview notes from the warm-up questions. Categorize the reasons people bought shoes into Functional, Emotional, and Social "jobs."
   • Example Application: You might find that for a daily commute shoe, the primary functional job is "keep my feet comfortable and dry," while a key emotional job is "help me feel put-together and professional" and a social job is "reflect my personal style."

2. Analyze the A/B Test Data:

   • Quantitative: Create a simple table. Calculate the average "Purchase Intent" score (1-10) for both the "Eco-Performance" and "Style with Purpose" concepts. Note which concept had the higher score.
   • Qualitative: Review the responses for "gut reaction" and "which is more appealing." Tally the key descriptive words used for each concept. Did "Eco-Performance" evoke words like "practical," "durable," "smart," while "Style with Purpose" evoked words like "cool," "inspiring," "me"?
   • Recall: Compare which concept's key message points were remembered more accurately and frequently during the recall test.

3. Synthesize and Decide:

   • Compare the winning concept from the A/B test with your JTBD analysis. Does the more successful message align better with the most important "job" your customers are trying to get done?
   • Example Application: If "Style with Purpose" had a higher purchase intent score, and your JTBD analysis revealed that "expressing my values" and "feeling stylish" were dominant emotional and social jobs for this audience, you have a powerful, multi-layered confirmation.
   • Cross-reference this with your web search. If the winning angle is also different from what your main competitors are doing, you've likely found a powerful and defensible market position.

By following this plan, you will move beyond simply picking the angle you think is best. You will have a clear, evidence-backed recommendation on which storytelling direction will most effectively drive purchase intent and brand recall, along with the deep customer understanding needed to execute it successfully.

Summary of Interview Insights on Messaging for Sustainable Footwear Brand

This summary presents key insights from interviews with five participants—Jordan, Elena, Leo, Anya, and Finn—who each evaluated two messaging approaches for a sustainable footwear brand: "Eco-performance" (emphasizing sustainability integrated with product functionality and durability) and "Style with purpose" (highlighting emotional appeal, identity, and values-driven fashion).

1. Overall Consumer Profiles & Values

• All interviewees are conscious consumers with strong environmental ethics, valuing transparency, authenticity, and verified sustainability credentials.
• They demand detailed proof via certifications, lifecycle data, supply chain transparency, and clear claims to avoid greenwashing.
• Each values both sustainability and product quality but weighs these differently based on lifestyle and personal priorities.

2. "Eco-Performance" Messaging

• Appeal: Viewed as a rational, functional promise of durability, innovation, and sustainability that does not compromise performance.
• Strengths:
  • Resonates strongly with practical, active consumers (e.g., Finn, an outdoor enthusiast; Leo, an architect valuing longevity).
  • Seen as credible and trustworthy when backed by data and certifications.
  • Positions sustainability as integral to product design and performance, dispelling the myth that eco-friendly sacrifices quality.
  • High purchase intent among pragmatic buyers who prioritize function (Finn 8-9/10, Elena 8/10, Leo 8/10).
• Limitations:
  • Lacks emotional and identity-driven appeal.
  • Can be perceived as technical and potentially sterile without storytelling or emotional connection.
  • Jordan (sustainability coordinator) rated initial purchase intent low (3-4/10) because of perceived lack of proof.

3. "Style with Purpose" Messaging

• Appeal: Engages consumers emotionally, connecting product style with personal identity, values, and social statements.
• Strengths:
  • Strong emotional resonance, especially with urban professionals and social media-active consumers (Anya, Jordan).
  • Highlights sustainability as part of a lifestyle choice and self-expression.
  • Encourages sharing and storytelling, fostering brand advocacy based on values alignment.
  • Higher initial purchase intent when paired with genuine proof (Jordan 5-6/10, Anya 9.5/10).
  • Seen as creating long-term loyalty through emotional ties beyond functional benefits.
• Limitations:
  • Susceptible to skepticism without clear substance behind "purpose."
  • Perceived risk of being style-over-substance by more pragmatically minded consumers (Finn rated this low at 3-4/10; Leo cautious).
  • Requires rigorous verification and transparency to build trust.

4. Synergistic Messaging Strategy

• Interviewees suggest a complementary approach:
  • Use "Style with Purpose" as the emotional hook in social media, digital ads, and initial brand storytelling.
  • Support and validate the emotional appeal with detailed "Eco-performance" information in product packaging, technical specs, and in-store experiences.
  • Hybrid in-store displays combining emotional narrative with accessible factual evidence best target varied customer motivations.
• Transparency and verifiable proof are critical in all touchpoints to convert interest into trust and loyalty.

5. Purchase Intent & Brand Loyalty

• Trust is the foundation of loyalty; brands that consistently deliver transparent, proven sustainability alongside style and function capture long-term champions.
• "Eco-performance," when authentically demonstrated, builds trust among functional buyers.
• "Style with purpose," fortified by transparency, drives emotional ownership and identity alignment.
• Jordan reflected how purchases are “political acts,” requiring alignment of values plus performance.
• Anya emphasized the blend of aesthetics and ethics as key for urban social sharers.
• Finn underscored performance as paramount, with sustainability integrated into core product excellence.

6. Channel-Specific Recommendations

7. Conclusion

Both messaging angles fulfill important but distinct roles:

• "Eco-performance" persuades through data-driven promises of superior, sustainable product quality—resonating with pragmatic and performance-focused buyers.
• "Style with purpose" connects on an emotional level, linking footwear choices to personal identity and values—resonating especially with socially conscious, style-oriented consumers.

The ideal brand strategy integrates "style with purpose" as the emotional catalyst supported by "eco-performance" as factual proof, together creating a compelling, trustworthy, and enduring brand narrative that appeals across diverse consumer segments.

Summary of Interview Insights on Sustainable Footwear Messaging

Six detailed interviews were conducted with environmentally conscious consumers with scientific or professional backgrounds, along with millennial professionals prioritizing sustainability, durability, and functional comfort in footwear. The objective was to evaluate two distinct messaging approaches—“Eco-performance” (technical, data-driven claims on sustainability and durability) versus “Style with Purpose” (emotional, aspirational, values-driven fashion statements)—across key consumer perceptions and behaviors.

Key Themes

1. Strong Preference for “Eco-Performance” Messaging

All participants consistently favored the “eco-performance” messaging, which emphasizes engineered, recycled materials, superior durability, and measurable environmental benefits. This messaging aligned closely with their core values of transparency, scientific proof, and long-term product integrity. It effectively engaged their analytical mindset, prompting active mental inquiry into material science, lifecycle analysis, and supply chain transparency.

• Perceived Brand Identity: A brand that invests in R&D, delivers technically superior, durable footwear, and prioritizes sustainable innovation.
• Purchase Intent: Generally high (7/10 or above), contingent upon the availability of concrete data, certifications, and lifecycle assessments verifying claims.
• Willingness to Pay Premium: Strong willingness to pay up to $180-$200+ for products that prove durable, comfortable, and genuinely responsible.
• Quality and Value Perception: Elevated perception of product quality tied directly to engineering excellence and environmental responsibility.

2. Skepticism and Lower Engagement with “Style with Purpose” Messaging

In contrast, the “style with purpose” approach—which relies on aspirational, emotional phrases linking fashion and values without clear substantiation—was broadly viewed as vague and potentially greenwashing.

• Immediate Reactions: Viewed as superficial, emotional, and lacking concrete environmental substance.
• Brand Perception: Focused more on identity expression and style than genuine sustainability.
• Purchase Intent: Low (around 3/10), with high skepticism and requirements for deep research before even considering purchase.
• Willingness to Pay Premium: Unlikely to justify higher prices without verified comfort and sustainability proof.
• Quality and Value Perception: Seen as potentially prioritizing aesthetics over durability, diminishing perceived product longevity and ultimate value.

3. Functional Priorities and Pain Points

• Durability and Longevity: Universal priority to avoid fast-fashion pitfalls; consumers want footwear built to last, repairable, and timeless.
• Transparency and Verifiable Claims: All interviewees demand third-party certifications, detailed material breakdowns, and clear sustainability reporting to build trust.
• Comfort and Health Considerations: For professionals like Melissa wrestling with plantar fasciitis, functional benefits such as arch support, cushioning, and ergonomic design are critical and must be explicitly addressed in messaging.
• Skepticism Toward Greenwashing: Terms like “planet friendly” without specifics trigger scrutiny and distrust.

4. Social Sharing and Brand Recall

• “Eco-performance” messaging is more memorable due to its specificity and problem-solving nature, prompting consumers to share as a meaningful solution rather than just a fashion statement.
• “Style with purpose” is less top-of-mind, perceived as generic, and less likely to be actively shared.

Consumer Profiles Overview

• Emma, Miguel, Lydia: Environmental scientists with advanced degrees, deeply analytical, demand verified, data-backed sustainability. High trust only in brands showing transparent supply chains and credible certifications.
• Melissa: Eco-conscious professional with a health-driven comfort focus. Willing to pay more for sustainable footwear that alleviates pain and supports long hours, but requires proof that aesthetics don’t compromise function.
• Chris: Urban millennial who values durability and transparency, frustrated by short-lived footwear. Prefers performance-based messaging that emphasizes quality and longevity.

Conclusion

Overall, environmentally and health-conscious consumers prioritize substance over sentiment. The “eco-performance” messaging resonates strongly because it supports their desire for verified sustainability, durability, and functional benefits. In contrast, “style with purpose” messaging is often perceived as superficial and triggers skepticism about greenwashing, limiting both purchase intent and willingness to pay a premium.

For sustainable footwear brands aiming to engage this discerning audience, the recommendation is to adopt clear, transparent, and scientifically substantiated eco-performance messaging that highlights product longevity, rigorous environmental certifications, and tangible functional benefits. This approach not only enhances brand credibility but also aligns with the emotional and practical needs of eco-conscious consumers, thereby fostering higher purchase intent, premium pricing tolerance, and positive word-of-mouth sharing.