Lapsed user study
During the last economic downturn one of our clients lost many customers. There were many hypotheses about how to win them back - some said to reduce the price.
Others said to invest more in influencers. Some said that the organisation was now out of date and these customers would never come back.
We conducted what we called a 'lapsed customer' survey. It showed us that labeling these customers 'lapsed' was wrong. Two thirds of them expressed an intention to come back in the next year or so. What's more, they wanted to return to the familiar, traditional product this organisation was known for. They had missed it and were not in a mood to experiment. However, the other third had now found a cheaper alternative and could not yet imagine changing back. Budgets for the year were then based on these predictions.