Their goal I have received before starting the research
Market Segmentation (Demographics)
Market Segmentation (Psychographics)
Market Segmentation (Behavioral & Techno.)
Where their competitors are positioning
Metrics 1
Metrics 2
Targeting Strategy (Before jumping into GTM part)
I let my client relax;)
Not a one sided brain to keep it static (Everything is feedback loop based)
Before touching ads, creatives, or budgets, I tore the market apart.
Not surface level “women 25–40 luxury buyers” nonsense. Real segmentation.
I split the audience by earning power, lifestyle pressure, and aspiration gap.
Then geography.
UAE core. Qatar secondary. Climate influence on fabric choice. Desert heat changes product messaging. Hydration, breathability, lounge-to-luxury crossover. That insight alone reshapes copy.
Then I studied competitors properly.
Sleeper: 443K followers, 0.66% engagement.
Djerf: 716K, 0.71%.
Cou Cou: smaller audience, 1.52% engagement.
Lunya, Eberjey sitting at 0.30%.
Big following does not equal emotional pull.
Pinterest monthly views told a bigger story than Instagram. Some brands were sitting on millions of discovery impressions but weak community retention. That means aspirational traffic, not loyalty.
So here’s what I did with that.
I identified whitespace between “soft feminine comfort” and “statement luxury restwear.” No one fully owned premium, desert-relevant, high-status sleep identity in GCC.
I mapped:
– Which segment sees sleepwear as self-care
– Which sees it as aesthetic content
– Which sees it as status
– Which buys repeatedly
Then I aligned:
Positioning per age tier.
Content type per psychographic.
Platform per behavior.
Messaging per aspiration trigger.
You don’t run ads into a market.
You enter with a narrative advantage.
That’s the difference between spending to learn and researching to win.
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Posted Feb 12, 2026
Not trend research. Structural market analysis that shaped positioning, content strategy, and channel decisions.