This report summarizes focus group and interview research conducted to understand consumer preferences for the clothing brand Rocco. Participants of different age groups provided qualitative feedback. Youth under 20 said price was very important and quality less so, seeking stylish and colorful options. Interviews found 16-year-olds valued trends but one also emphasized quality. Respondents in their 20s wanted versatile, long-lasting basics while those in their 30s appreciated sophisticated styles for work and leisure. Those over 40 favored comfort and wanted options for their active lifestyles. The research provided insights into Rocco's target demographics and how to better meet their needs.