The Foxall Method Questionnaire

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This questionnaire is designed to help us open up the conversation around the Sól Hansdóttir brand and operation. As part of the Sól Hansdóttir community we are eager to hear from you. It may feel slightly strange to answer some of the questions, but the more you put down the easier it becomes. None of this will be used beyond the walls at Sól Hansdóttir, so please feel free..

Hint: Use the tab key to advance to the next field if typing on a keyboard, or the down arrows on any handheld device.

The Brand

The Party

Imagine that it's an important anniversary for Sól Hansdóttir and you are organising the event/party. Please describe the following:

Venue
Time of the day
Season
Number of guests
Decoration
Music
Food
Entertainment
Dress code
Age of typical guest

Opposites

Use the sliders below to demonstrate where you think Sól Hansdóttir exists.

Traditional

Modern
Energetic

Calm
Sensational

Down-to-Earth
Feminine

Masculine
Rural

City
Loud

Quiet
Classic

Trend-Driven
Rebellious

Polite
Rare

Everyday
Energetic

Relaxed
Minimal

Maximal
Youthful

Revered
Serious

Fun
Daytime

Night-time

Flagship

Imagine a physical space (retail, experience, or otherwise) for Sól Hansdóttir in 5 years time.

What audio is playing in the background?
What/who is next door?
What is in the window?
Is the atmosphere calm, busy, energetic, or...?
What colours are the walls?
What material is the floor?

Build a Moodboard

What images come to your mind when thinking of Sól Hansdóttir? Try scrolling back through your own photos, saved social media posts, and screen snapshots. Or take new snaps from printed media and the world around you.

The Customer

The Demographic

This section draws out detail on Sól Hansdóttir's imagined customer.

Typical age
Occupation
Annual income
Education
Marital status
Monthly fashion/accessories spend
What is their favourite fashion brand?
Which public figure(s) gain their respect?
What is the latest song they loved?
What does your customer do for fun?
What media brand(s) are they drawn towards?
Which social media platform(s) are they active on?

The Competitors

Analysis

Name the first two competitors that come to your mind:

Competitor #1
What are their weakness?
What do you see as their biggest strengths?
Why would clients use their service over yours?
Why would clients use your service over theirs?
Competitor #2
What are their weakness?
What do you see as their biggest strengths?
Why would clients use their service over yours?
Why would clients use your service over theirs?

Brand Vision

Vision in 5 years

Note that these answers should be instinctive.

Select by clicking on the regions are you operating in, In 5 years time

What does the future look like for Sól Hansdóttir? Consider the following scenarios instinctively.

Firstly, click on the regions in which you expect Sól Hansdóttir to be active in 5 years time.

In 5 years time, how many people work at Sól Hansdóttir?
In 5 years time, how has Sól Hansdóttir expanded their service offering or product base?
In 5 years time, what's changed in the past 5 years?