The user is an unknown variable. Target groups are complex to understand even if we apply excellent quantitative and qualitative research methods and collect more and more individual data. These are still abstract statistics that reflect very little about how a brand experience should be designed to leverage consumers’ engagement(s). That’s why at Loève Studio, we enrich our analysis through ethnographic exploratory, street interviews and interviews with experts, lifestyle trends and digital habits. With this method, we are able to go further in order to catch the niche audience or determine the needs and mindset of tomorrow’s consumers.