Using Customer Feedback to Uncover Insights
For young brands, analyzing customer feedback is vital for traction. Entering a $20B+ industry means every data point can hold the key to success.
Looking for customer insights
We worked with a young, premium DTC skincare brand with limited data capture. With a small but devoted customer base, they could see the potential for growth.
Why did they look to customer insights for growth?
The brand was confident, with effective formulas created by industry veterans. Despite impressing customers, growth was slow. They relied on email marketing, so their most faithful drove most of their sales. They needed to know what was resonating with their customers most.
How did Theia support them as they looked for answers?
We dug into the data and feedback to find insights around customer objections, preferences and behaviour.
We analyzed hundreds of lines of feedback, drawing out recurring themes and uncovering potential objections that kept more risk-averse customers away.
We found where they could improve data collection. Establishing processes for data collection and analysis is key for long-term success. Cleaning up existing processes saved time, freeing them to spend more time on revenue generating activities.
What did Theia find?
We discovered:
- Where the brand was objectively excelling,
- a customer lifetime value in need of boosting, and
- the one thing customers loved but the brand didn’t talk about
Drawing out the key themes of the product experience gave the brand more context as to how they thought about their customers. The analysis also highlighted which attributes of the product that were under-represented. We provided more colour to their customer avatar, giving them new considerations in marketing, promotion and communication.
From the Client
[T]he Theia team were fantastic to work with. The project was thorough, professional, and articulated to us in a way that was not only understandable, but actionable. For a start-up with extremely limited resources, and even more limited data, what they were able to extract for us was really quite remarkable.