Inclusion of target group in the design process

[Ana Kristiansson]

First of all, it’s fantastic that you want to do that. Not only will it give you feedback and invaluable information for developing your products, but it will also give you great content for your marketing to attract other customers.

Since you want feedback on such detailed level we suggest you create target groups and not just use for example your social media and newsletter to get info. You can contact clubs and yes, they might want some sort of compensation – or a dinner together while you work together, or % off when the range is finished or they get a t-shirt. Many people would do this for free as well just to get involved but for your sake and for the respect for them it’s a nice gesture to give them something in return and they will also more like do it when they have an incentive.

Remember that features, design details, materials etc is closely related to your target price for the product. if you have figured out that you want a certain price point, then it means you most probably won’t be able to add 2 more pockets with water resistant zippers, a hood, improve the material etc cause this is going to cost more. We suggest you use the calculators inside the membership to play around and see what happens with your margins, materials cost, FOB etc to help you out with the prices. And if you get good feedback about certain features that you absolutely must have, be willing to increase your target price to get your margins.

and now some heads up: Yes it’s great to get your customers involved but remember people SAY one thing and DO another thing when they have to PAY. On several occasions we know from former members they have done color votes and print votes and people have voted one thing, then when the garments were added to the shop, people bought completely different.
Focus groups or athlete groups are great for features and must have details but you are the one who has the overall idea, price/product knowledge. Listen, take it in, but YOU decide what to do with your collection and products.

And one last thing: you know the quote from Henry Ford: “If I had asked people what they wanted, they would have said faster horses.” Customers can easily describe a problem they’re having — in this case, wanting to get somewhere faster — but not the best solution. So learn to see what feedback matters and is important and what not.

[Peter Lundmark]

Thanks Ana, valuable inputs. And yes – my aim was at least threefold;
– research (idea generation/market gap identification/collection growth planning etc. etc)
– marketing (co-creation/content marketing/brand ambassadors etc.)
– inclusion (yes – we really do want our products to empower a certain segment in our total available market)

Appreciate your input on pros/cons/pitfalls! Some new and inspiring ideas from those…
Thanks.