Nordstrom has consistently set the bar within the retail industry for its legendary focus on its customers. So when Nordstrom was looking for a fresh perspective as they crafted a new online and in-store concept to better serve a key consumer segment, they contacted BSP. By tapping the capabilities of BSP’s Research Lab, BSP generated an in-depth profile of the target consumer and developed a creative vision to guide the concept roll-out. In order to get in the headspace of the target consumer, BSP developed and executed a consumer research plan with both qualitative and quantitative elements. The findings helped define multiple consumer segments to target and validate concepts most appealing to each consumer segment.