Last week I had the pleasure to be invited to participate in a women’s wear, customer focus group for Boden – all very exciting as they are one of my favourite brands and I always recommend that my trainees carry a Boden brochure in their kit. I find that because of the variety of styles and colours available I can usually pinpoint a great item (or five) for my clients to try!
This event offered a fascinating insight into how stores conduct in-depth customer research. I was part of a group of 8 women and during a fast paced 2 hours, we were asked for our views about the new 2013 Autumn/Winter Boden Catalogue – we gave our feedback on a range of different front covers, the photography used, the models used, as well as the styles of the clothes!! It was really interesting to see what garments will be on offer in September – we were all busy picking out our favourites!
The company wanted to know our thoughts on the different textures, different fabrics and different patterns that we liked. We were also quizzed about recent garments we had bought (not necessarily from Boden!), what we liked about these styles and where else we liked to shop. They were truly interested in our thoughts – with all the buyers listening in to our comments.
Conduct your own Customer Research Focus Group
Customer research is a vital part of any business and a useful exercise to go through within our own businesses – are we providing the services that our potential clients want? Aim to get together a group of your potential or existing clients for a coffee at least once a year to chat to them about their needs. You could also produce a customer survey on Survey Monkey and ask your questions online.
Whatever you do it is vital that you get feedback so that you continue to attract the right clients and provide what they need.