#growth-and-marketing
Thread
Has anyone done any demographic research on their customers lately?
• has it helped your marketing?
• what questions did you ask? (education, income, kids, marriage, types of other products they used?)
• how did you conduct the research? (surveys, 1:1 calls)
• did you do anything on looking outside of your existing customer base to your ideal customer?
To help refine our messaging/creative for ads and landing pages.
I'm personally not sure that knowing where they shop or their income is going to help us much but we've been asked it by the team
thanks <@U08HMSS5FSB> - that is really helpful
this year we already got tens of thousands of survey responses and 50+ personal interviews this year.
Even if we didn’t use the data it would still be worth it, because surveys are a perfect excuse to give outgift vouchers of €20, resulting in great revenue without the normal brand and pricing dilution stemming from discounting.
We use the data to:
• Find influencers (we ask what channels they watch on youtube, travel bloggers they follow, etc.)
• Find the name of our new womens line (the engagement was insane and the winner gets an outfit and is features in the newsletter)
• Assess the interest in crowdfunding
• Test new product concepts from the production team. If a new idea (e.g. fart-proof underwear) cannot get >30% interest then I force my product team to park it. If it gets >60% we will launch it no matter how little we believe in it ourself (e.g. backpack, which didnt sell well in the end)
• We also ask practical questions - e.g. before launching our Danish office+store we ask the Danish customers if they can recommend a bookkeeper, a real estate agent, if their kids wanna work part-time in the store, etc. (even if we get no leads out of it the engagement is insane and the majority of customers love helping a brand they like so much they actually open the newsletters and take the survey)