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CASE STUDY

How I helped unlock new customer insight that directly informed DreamCloud’s messaging strategy

DreamCloud is the fastest growing company in the direct-to-consumer mattress category, and the only e-commerce mattress business with an extensive suite of sleep products.

The Challenge

The primary objective of our research was to understand the drivers behind a recent lift in sales and conversions. 

DreamCloud was swimming in quantitative data-from demographics to geographics to conversion analytics-but lacked the qualitative insight to explain or rationalize the numbers they were seeing:

  • Was seasonality shifting?
  • Were recent buyers actually net new customers?
  • Was it in the new offer?
  • If so, what part of the offer was most compelling? 

The team needed insight from the customer to answer these questions, and inform DreamCloud’s messaging and offer strategy.

The Strategy

To address these questions, I conducted, synthesized and analyzed the following:

  • Internal stakeholder interviews-first with leadership to align on hypotheses and project goals and then with marketing, product and sales to collect anecdotal customer insight from front line employees.
  • Lead and customer surveys-to understand and compare drivers behind the lead decision to sign up and the customer decision to buy.
  • In-depth customer interviews-to explore patterns in buying behaviours (motivations, drivers, objections) and triggers (hesitations, purchase prompts).

The Solution

Analysis of survey responses and customer interviews revealed key insight into DreamCloud’s:

  • target audience and ideal customer (including psychographics and behaviorgraphics);
  • true buyer’s journey;
  • buying triggers and purchase prompts; and
  • buying objections.

Being able to move beyond and rationalize the numbers with real customer experiences and insightincluding voice of customer datahelped DreamCloud craft relevant, attention-grabbing marketing messages at each stage of the buyer’s journey.

Jared Graf, GM & VP
of Marketing at DreamCloud

“The missing glue in our messaging strategy”

“We have a ton of big data options internally when it comes to understanding the customer, but it wasn’t until Hannah layered on her qualitative research that we truly started to see them in colour. She unlocked a whole new area of insight for us that we previously hadn’t considered – it was the missing glue in our messaging strategy.”

“The missing glue in our messaging strategy”

-Jared Graf, GM & & VP of Marketing at DreamCloud

“We have a ton of big data options internally when it comes to understanding the customer, but it wasn’t until Hannah layered on her qualitative research that we truly started to see them in colour. She unlocked a whole new area of insight for us that we previously hadn’t considered – it was the missing glue in our messaging strategy.”

Know your customer. Know your next step.

Customer insights research for strategic business growth

Hannah Shamji 2020 ©