BACKGROUND
A lot of the times, merchants rely on quantitative reports and instinct to best service the needs and wants of their customers. A missing element to make this a more comprehensive view, though, is the addition of qualitative data that can be sourced directly from surveys. The below, for example, is one I've recently launched for Gap-Body, the intimate and sleep apparel divisions of Gap. After observing the statistical data of this study, my goal is to understand what among product, price, and customer service ranks highest in interest and engagement. I also plan to share this information with cross-functional teams to evoke discussions around on-brand product concepts, effective promotional discounts, and compelling site features.
THOUGHT PROCESS
I started by first identifying the three customer-facing outlets the company has the most control over - the product, price, and service. From this core group, I then built out a list of 10-15 questions with two objectives:
1. To capture the end-to-end (homepage to checkout) thought process of the customer, regardless of which website they visit.
2. To ensure that all answers of each question result in actionable plans.
I shared my first draft with my global partners to get feedback on the breath and depth of both questions and answers. I've since released the survey out to the public with a target of collecting responses from over 200 shoppers.
Below, I've also included a link to my survey. If you are within the guidelines, please follow it and help share your thoughts and experiences! (Ideal guidelines: female, ages 25-40)
https://surveynuts.com/surveys/take?id=107984&c=1584341265TJTL
