Slow Your Yoke**
A holistic wellness brand that is dedicated to making sustainable self-care products that are accessible to everyone.
Overview
The Goal
Slow Your Yoke wanted to understand and ensure they were achieving the highest level of customer satisfaction. They wanted to refine their buyer personas and define potential new opportunities for new markets, products, and services.
Team/Role:
Lead Researcher, a team of two with AFJ Consulting
Project Timeline: Feb 24, 2022 – March 16, 2022
01-03
Moderating Interviews, Data Analysis & Synthesis, Pitch Deck Presentation
*Client chose to select and recruit participants themselves
Data Collection
Primary Research
Semi Structure, In-Depth Interviews (remote) with a total of 10 participants
Outcome
We asked users how they found out about the brand and how to describe their values. Most participants found the products in a local store while the rest found them through social media. When being asked how they would describe Slow Your Yoke – some words that came to mind were: community, quality, environmentally friendly, and local (the U.S. made).
We also asked users what they thought about self-care and words that resonated with them. Self-care was important to these users and how they did self-care ranged from having a daily routine of yoga and meditation to doing a bi-monthly massage. We gave users some words that resonated with them: personal power, stress, and self-love.
Lastly – we posed the question, “Why isn’t there a wellness brand that does ____?” The response varied from skincare products, more yoga products, items catered to menopausal treatments, hair products, and self-care items catered to children/teens.
This was one of the first studies that this company did and they felt they were on track with on par how users saw the brand. This is the first of hopefully many studies that will be conducted in the future.
Recommendations
Expanding product offerings to include skincare and a broader array of fragrance offerings. Samples sell products and if fragrance samples are not currently included in product shipments, these should be included.
The greatest opportunities to enhance the brand identity of SYY are tied to helping customers achieve Personal Power and enhance the ways they combat Stress.
Due to the small sample size of participants in this study, additional research is recommended to ensure that the findings are representative of all SYY customers. Methodologies for consideration include a Diary Study or the creation of an ongoing Customer Research Panel.
**changed the name due to NDA reasons