March 5-6, 2019

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Get to Know Your Customer – How to Uncover Qualitative Insights that Have Maximum Strategic Impact

Room 4 | 10:00-10:30 | Wednesday, March 6, 2019

Many companies say they are customer-centric but few actually prioritize connecting with their customers one on one. At TechStyle, understanding our customers’ needs and getting their feedback is key to our mission of creating the world’s most innovative and admired fashion company. We have designed multiple qualitative research programs internally that allow our employees across all departments to engage with our consumers and hear directly from them what matters most. From our Kids’ “board of directors” where we have our target consumer of six-to-eight-year-olds inform the patterns and prints for future styles, to bi-monthly Meet the Member events where we bring our consumers in-house to get their feedback on products and ideas. We care about what the customer thinks and go out of our way to listen to them.

Not only do we bring them in-house, we also go to them. Be it shop-alongs in different cities or through The Retail eXperience program, where employees at all levels spend a day in our Fabletics retail locations, we aim to understand how our consumer physically shops in their native environments. Digitally, we also conduct in-house usability testing to constantly improve our site experience. Via all these channels, we create opportunities across each brand, and across the company, to leverage feedback from our consumers and use those interactions to uncover insights, create content and build brand advocates in the process.

Presentation type:

  • Best Practice Workshop

Subjects covered:

  • Customer experience
  • Ethnographic/observational research
  • New techniques – qualitative and quantitative


  1. Connecting with your consumer directly is easier than you think. You will be shown examples of different ways in which you can do it in your organization.
  2. Big insights can come from small investments.
  3. Get your business partners involved so they become advocates and push the strategic impact.


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