Will Target customer surveys provide the answer?

Any company — especially a large business focused on consumers — should make a regular habit of surveying its customers and non-customers alike. I hope Target has followed this practice for years, but especially now that its position in the marketplace seems somewhat confused. Is Target’s greater focus on “value” sinking in with the consumer, or does it continue to have a perception of being too high-priced vs. Walmart? Does Target’s long-standing brand positioning centered on “design” and more aspirational apparel and home goods continue to resonate with its core customer? These are important questions to pose in the survey, as long as the answers don’t result in an abandonment of the brand position that has served Target well.


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