I get asked questions like this all the time: How did you get people to fill out your exit surveys? How did you know what to offer? How did you improve your conversion rates? How do you keep customers happy?
While those seem like completely different challenges, the answers are all related. It comes down to one thing: actually knowing your customers inside and out.
If you truly understand your fans, you know what they want, how they want it delivered, and how they want to connect with each other. And if you don't know? You ask them. And because they love you, they'll actually tell you.
Now, I'm guessing the thought of asking your customers questions makes you want to clean your oven instead. But let me share a story that'll change how you think about customer research forever.
Last week I mentioned Pop Mart's Labubu collectibles as an example of the Lipstick Effect. Well, as if the universe heard me, the Wall Street Journal just released a fascinating video about Pop Mart's economics. Go grab a snack and watch it HERE!
In case you didn't watch it, here's the plot twist that'll blow your mind:
Pop Mart opened 15 years ago as a variety retail store. They grew steadily for six years and then the founder had what seemed like a simple idea: He sent out a survey asking customers what artists they wanted to see in blind boxes.
Their audience responded. In 2016, the first series of 12 collectible figures launched based on that feedback.
All 200 sets sold out in seconds online.
Not minutes. Seconds.
Here's where this gets absolutely wild:
And it all started with one survey asking customers what they actually wanted.
Quick gut check: When was the last time you directly asked your audience what they wanted from you?
Most of us are building what we think our customers want instead of asking what they actually want. We're guessing when we could be asking. We're assuming when we could be surveying.
Pop Mart didn't invent blind boxes or collectible figures. They just asked their customers which artists they'd want to collect, then delivered exactly that. One question changed their entire business trajectory.
Whether you're trying to improve retention, create new offerings, or figure out why something isn't working - the answer is probably hiding in plain sight in your customers' heads.
Ready to discover what your customers actually want?
If you're tired of guessing what will work and want to uncover the insights that could transform your business, let's talk. I help businesses like yours turn customer understanding into strategic advantages. Schedule a discovery call here.