To truly capture the essence of Pure Options, we conducted interviews with a diverse range of 20 individuals, ranging from senior leadership to employees on the retail floor. Through these interviews, we gained valuable insights into their individual perspectives, the unwavering high standards they uphold, and the exceptional cross-departmental communication among their teams.
With this wealth of content, our next challenge was to weave it into a cohesive narrative. To accomplish this, we embarked on an extensive analysis of over 600 minutes of interviews. During this process, several key themes emerged, and we presented our findings to the stakeholders at Pure Options. Collaborating closely, we brainstormed and ultimately discovered a narrative direction that felt genuine and resonant.