DIRTS + Primefold XI

The Challenge

Complaints were loud. Happy customers were invisible.

Before Primefold XI, customer feedback at DIRTS was a collage of return reasons, social media comments and email replies – signal only from people something didn't fit, or who spoke up unprompted. There was no capacity to run real surveys, let alone analyze them afterward.

Running a structured survey on top of daily operations was never realistic for a team where one person handles buying, Shopify and the CRM. Analyzing one meant a CSV export and clustering free-text answers by hand. Now every number in a report keeps the evidence behind it, traceable to the response it came from.

Caring about the people who wear your clothes is supposed to include listening to them. For a small team with no research budget, the honest answer to what listening meant was: not much.

The Solution

Live in days, not months.

The first survey went live within days of signing. DIRTS started with a survey URL in their Klaviyo newsletter, no developer and no agency. The Shopify checkout integration needed real technical work, and our team shipped it. Today, idea to live survey takes less than an hour.

One straight line from customer voice to purchase order.

One person runs the surveys and owns purchasing, so the path from what a customer says to what gets ordered is as short as it can be. The design team supplies the option sets. Color votes run at least twice a year, ahead of collection ordering. Research on fit, length, assortment and satisfaction runs once or twice every six months. An always-on post-checkout survey collects on every Shopify order, so the picture updates in real time.

Hear it directly from DIRTS.
Janek Strobel on what changed once DIRTS started asking.

What surprised them

Three things the sales report never said.