Know-How Exchange : Career/Training

I guess this means you probably were not qualified for the job, right?

There are a number of ways Nike can understand the customers' needs. Start with primary consumer research -- both quantitative and qualitative.

Then watch customers shopping for Nike products, talk to store personnel who have direct contact with customers, do the same for competitors' products (and then compare/contrast with Nike's customers).

You can also analyze brands in other categories that appeal to Nike customers, the media they consume, other habits and attitudes that characterize Nike customers. (See the explanation of Nielsen's PRIZM product as a research tool.)

It all depends on what the objective of the "understanding" is. If it's for product development purposes, the approach will be different than if it's for advertising copy. If it's for packaging, the approach will be different than if it's for promotion planning. Etc.

To not have an answer for this kind of question is very telling. You'll want to do some reading about Marketing before you apply for a job like this one again.

Yet another way to get a better understanding of existing customers would be listening in to customer services calls or reading online recommendations, especially the 1 star ones.

Engage in online communities around the brand or the brand category would another way.

Sounds like you still have a long way to go if you drew a blank reply on this question. Ask yourself, how would I communicate with a brand positive or negative feedback and then take it from there.

Mikael
B2B Marketing

Don't beat yourself up - the question can be both simple and full of pitfalls depending on the intent of the interviewer.
Most people would say that you should conduct a survey - but they can be expensive if done right and certainly a less than thoughtful answer on its own.

Both answers above provide some great ideas. . .and I think that actually was what the interviewer wanted to see. . .not "what is the right answer" but "how do you think? what is the breadth of your experience and thinking? what can you bring to the table?"