My approach has always been to start with deep audience segmentation in these organizations. This moves beyond basic demographics and focuses more on nuanced consumer needs.
Treating myself to a night out or a day snowboarding felt out of reach, and I couldn't imagine any way around it until I saw an ad for secret shopping.
Furniture shopping can be overwhelming," says Canada-based furniture co. Sundays. "We do things differently. We curate a small collection of truly great pieces, so every choice is a good one."