Case Study - Making Stick products with values in MinDD
MinDD is a pioneering LA based intimates company that focuses on the D+ customer. Their philosophy is if your bra is on your mind, it's probably not working for you. The inspirational founder Helena Kaylin created MINDD to serve the underserved and truly cares that her customer is seen and heard.
MINDD approached me for a consultancy project as they wanted to better understand their customers motivations in order to better meet their needs. Together we ran a research project exploring the behavioural drivers and needs of their customers.
- This research set out to discover: Their customer’s needs and values, how these show up for them, how are we already fulfilling these needs and where the gaps are, and how these needs and values influence their customers decision making.
- Our goal was to explore these needs and create a behavioural framework to ensure we can capture basic needs in ways that translate into product design and marketing.
- Key activities included: running focus groups and interviews with a range of customers, and performing a thematic analysis on their customer feedback, reviews and socials.
- The outcome was a behavioural framework which mapped their customers motives, enablers and barriers and recommendations for how MinDD can support customers’ needs and values in future product/marketing decision making
"Working with Dr. Heather was an experience unlike any focus group, or research initiative, we have done before. Her methodology for connecting with customers, in MINDD’s case, women of varying ages, backgrounds, and histories, was so insightful. It’s very hard to get customers to open up, and she made everyone feel seen, heard, and understood. We are extremely grateful for everything we learned during our short time together." Helena - MinDD CEO