During the initial phases of the marketing plan development, several focus groups were carried out to help gain insight into the most prized customer and some of their decision-making processes as they relate to shoe purchases. The information collected from the focus groups has been extremely helpful to Passion Soles and help justify the business model.
An additional source of market research is a comprehensive survey that has been distributed to an upscale women's clothes retailer's customers. A mathematics graduate student was used in the development of the survey ensuring the survey was statistically significant and relevant. The survey was also quite insightful into the mind of a prospective customer.