A Look Inside Appleseed’s World and Its Customers’ World

Segmentation Study

As part of its focus group efforts, a few years ago Appleseed’s did a segmentation study customers by speaking with 800 of them, ranging in age from 50 to 75. “We sought how to grow and position ourselves for this demographic wave coming this way,” she said.

Spofford offered somewhat contradicting theories on the lengths of customer surveys. Although she suggested that you keep your questionnaire to no more than 25 questions, the average talk time in Appleseed’s phone surveys was 43 minutes. “We had no abandonment problem,” she recalls. “That means women loved talking and love shopping.”