How Vera Bradley Profits From Big Data

Vera Bradley works with market research company Ipsos to measure consumer sentiment on pattern designs before deciding which to put into the marketplace. The goal of the testing is to find the patterns that stand out and resonate with consumers, Steever said. Biometrics such as heart rate and sweat output are measured for consumers who are exposed to the test patterns to get their subconscious feelings. Then a survey is used to get the explicit opinions of these consumers on the test patterns. Finally, a select group of the survey respondents are chosen for a focus group and consumer panel.