Case study: Susan Welsh Pilates
Susan Welsh is an Edinburgh-based Pilates teacher who runs classes in the local area. Having experienced considerable growth since the business was founded in 2016, Susan had a number of ideas about how to develop it further.
The purpose of the project was to understand more about the people coming to the classes – what they liked and, just as importantly, how they felt the classes could be improved to support them in becoming stronger and more active. Susan was keen to maximise her budget and required a cost-effective means of achieving this.
Susan already had a database of customers and a strong presence on social media. Further, she was aware that many of her customers were also friends with each other. This made an online survey the perfect solution for the project.
Scotinform designed the questionnaire based on our understanding of Susan’s business aims and the decisions she was looking to make. Designed using Snap Survey Software, the questionnaire was optimised to look good on desktop, tablet and smartphone, and contained a range of questions about the profile of the participants, the impacts of their attendance at classes to date and their responses to suggested changes.
The link to the questionnaire was emailed to all of Susan’s contacts and shared on social media, with participants also encouraged to share it with their own contacts. With seven classes a week Susan also had a great opportunity to publicise the survey in person, whilst a prize draw incentive was also included to boost response rates.
Engagement with the survey was impressive, with Susan receiving a response from approximately half of all attendees.
Scotinform provided a summary report of the findings, containing graphs to illustrate the key points as well as all of the open-ended comments. Following a meeting to discuss the findings, we worked with Susan to prepare a series of recommendations and actions for the development of her business.
“Having the opportunity to work with Scotinform has been an extremely valuable experience. The detailed survey they produced enabled me to take on board the needs of my clients whilst planning future developments for my classes. Anyone running a small business understands the importance of ensuring that the quality of the services they provide are the very best they can be. Scotinform helped me see the direction I need to develop along to achieve that. I can not recommend them highly enough.”
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