Case Study: Duke Cannon uncovers its true target audience with Hunt Adkins

Duke Cannon uncovers 4 audience segments with Hunt Adkins

Duke Cannon, a men's grooming brand, faced a challenge in breaking free from cultural biases and proving to retailers that its appeal was broader than a niche audience. To uncover the full spectrum of its customers, the brand engaged the vendor Hunt Adkins to conduct research and strategy work.

Hunt Adkins utilized first-party data, surveys, and qualitative interviews to identify multiple demographic cohorts within the Duke Cannon audience, from older men to Gen Z and their female partners. This research led to the creation of the "Good Dudes" target segment, defined by shared virtues rather than demographics. As a result, Hunt Adkins provided Duke Cannon with the data-supported evidence needed to demonstrate its wide appeal to retailers.

Duke Cannon