Analysis

With our segments and personas defined, we can analyze the data to discover:
Why people love Ramblers Way
How we can help more people love Ramblers Way
We can then funnel these insights into our roadmap, with an aim to make enthusiastic advocates out of those who, today, would only be "Somewhat Disappointed" if they no longer had their Ramblers Way products.

Selecting target personas
The customers who would be Very Disappointed without our products can be used to narrow the market. The table and pie chart below are interactive. You can toggle the personas below to see how changing the market affects the product:market fit score. This is much more efficient than changing the products.
Search
Persona
Is Target Persona?
% Very Disappointed
% of Responses
Open
1
Primarily Supply-Chain-Conscious
56%
28.13%
↗️
2
Primarily Fabric-Conscious
44%
25.00%
↗️
3
Vocally Price-Sensitive
8%
18.75%
↗️
4
Primarily Comfort-Conscious
56%
14.06%
↗️
5
Primarily Aesthetics/Style-Conscious
43%
10.94%
↗️
6
Primarily Eco-Conscious
50%
3.13%
↗️
There are no rows in this table

Target Persona (based on the checkboxes selected above) Very Disappointed Score:
42
%
😃
Created with Highcharts 9.3.1Very DisappointedSomewhat Disappoin...Not Disappointed

Overall (all survey respondents) Very Disappointed Score:
42
%
😃
Created with Highcharts 9.3.1Very DisappointedSomewhat Disappoin...Not Disappointed

Why do people love Ramblers Way products?
Method: What do Very Disappointed customers find most satisfying?
To understand why people love Ramblers Way, we take the customers who would be very disappointed without their Ramblers Way products and analyze their responses to question #3: "What about your Ramblers Way clothing gives you the most satisfaction?"

"Most Satisfaction" responses from target persona customers who would be
Very Disappointed
if they couldn't have Ramblers Way anymore:
Created with Highcharts 9.3.1woolqualitymerinousamaterialscomfortcomfortablefit100%durablefabricsyntheticdurabilitylightweightfeelstylenaturaldomesticgoodsoftnesslinecottonintroducingfibersunderwearblendcolordrysmallcompanywarmskinsourcedfastfashiongearamerican

Focusing the word cloud
Because the keywords quality, wool, merino, cotton, and pima appear so often, they overwhelm all the other responses. Here’s the same word cloud with those keywords removed:

"Most Satisfaction" responses from target persona customers who would be
Very Disappointed
if they couldn't have Ramblers Way anymore, minus the names of fabrics:
Created with Highcharts 9.3.1usamaterialscomfortcomfortablefit100%durablefabricsyntheticdurabilitylightweightfeelstylenaturaldomesticgoodsoftnesslineintroducingfibersunderwearblendcolordrysmallcompanywarmskinsourcedfastfashiongearamerican

What holds people back from loving Ramblers Way?
Method: What improvements do Somewhat Disappointed customers want?
To understand what holds people back from loving the products, we take the customers who would be somewhat disappointed without their Ramblers Way products and focus on the subset for whom the main sources of satisfaction match the big themes we just identified from the Very Disappointed group. These are the customers who are on the verge of loving Ramblers Way, but something is holding them back. We then analyze their responses to question #5: "How can we improve Ramblers Way clothing for you?".

You can use the keyword search below to segment the Somewhat Disappointed group by those who did mention the keyword as a source of satisfaction (or leave it blank to look at the responses of all of the customers in the Somewhat Disappointed group)
Search
1
Enter a keyword in this entry box for the main source of satisfaction you would like to target (segment by):
There are no rows in this table
Segment the “Somewhat Disappointed" responses by sources of satisfaction
Created with Highcharts 9.3.1Very DisappointedNot DisappointedTarget Somewhat Di...Non-Target Somewha...

Word cloud of responses to "How can we improve Ramblers Way clothing for you?" from Somewhat Disappointed customers who cited the source of satisfaction input in the entry box above:
Created with Highcharts 9.3.1fitsizingshirtssizessizecolorslittleextrapantssimplemadechangeknowitemsblendwaistyounglargewearstyletraditionaldesignsdresswebsiteoftenstylingidealshippingbasicstimeeasilydressesbuysummermeasurementsshortlovelengthcomfort

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