How Dunlop turned emerging demand into its most successful product launch.
Demand Intelligence helped Dunlop see where the market was moving, what people were beginning to look for and which product opportunities were emerging.
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Across Market, Product and Consumer Intelligence, Dunlop used Demand Intelligence to see where the market was moving, what people wanted and which opportunities were emerging, leading to its first women’s line and first leisure range.
Seeing beyond existing products.
Dunlop designs and produces protective and leisure footwear for customers in more than 100 countries. Across those markets, differences in climate, culture and consumer needs make it increasingly complex to understand where demand is moving. Product development traditionally relied on sell-out data, reviews and marketplace signals, valuable but mostly showing how existing products were performing, not the outside-in view Dunlop was missing.
“We had always looked at our business inside-out, but what Trendata gave us was an outside-in perspective. It showed us the consumer language we were blind to.”
Colin Clark, CMO
From looking back to seeing ahead.
Trendata gave Dunlop an outside-in view of how consumer orientation and demand were changing across markets. Instead of relying only on signals from products already in market, Dunlop could identify emerging demand, changing product preferences and regional differences earlier, before those shifts were fully visible in sales and performance data.
“It was the first time we could see what people were really looking for, not just what we were already selling.”
Colin Clark, CMO
One market. Multiple views.
Dunlop could look at the same underlying demand from different perspectives, connecting market movement with changing product preferences and consumer needs.
Follow how categories developed over time and how demand differed across markets and regions.
Changing demand around product categories, silhouettes, colours and characteristics.
Orientation behaviour behind the changing needs and language driving market demand.
Two opportunities became impossible to ignore.
One of the clearest shifts was growing demand around women’s footwear, pointing toward silhouettes and proportions designed specifically for women, not an adaptation of an existing boot. At the same time, Trendata revealed growing demand around leisure footwear, a category that had previously played a secondary role in Dunlop’s portfolio.
“The data guided our design decisions, from silhouettes to colors. It enabled us to create a women’s line that wasn’t an adaptation, but a completely new product.”
Colin Clark, CMO
Faster decisions. Better products. Stronger results.
“Before Trendata, product development was based on opinions. With Trendata, it became evidence-based.”
Daan van Doorn, Data Analyst
“This is the most successful product launch in the history of Dunlop.”
Colin Clark, CMO
From product insight to continuous Demand Intelligence.
Today, Dunlop uses Trendata to follow how demand and consumer needs develop across its markets. Demand Intelligence provides a shared outside-in perspective for marketing, product and distribution teams, helping the organisation connect changing market demand with the decisions that follow.
“Trendata turned intelligence into alignment across marketing, product, and distribution.”
Daan van Doorn, Data Analyst
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