This is how Validators made the impact of personal styling measurable for Shoeby

Many retail and brand teams recognize that personalized service makes a difference, but want to be able to demonstrate exactly what happens—both in the moment and in the period that follows. That’s why Validators developed a research design for Shoeby that doesn’t rely solely on “what people say,” but instead measures behavior and experience from multiple angles using various measurement layers.

The result is a case study that demonstrates how you can still arrive at robust, actionable insights using a relatively small sample size—precisely by combining data in a smart way.

Ask Shoeby

Shoeby is a well-known Dutch fashion chain with over 200 stores and an extensive online store, specializing in contemporary clothing for women, men, and children. The brand is known for its own collections and offers personalized styling by staff members in its stores, which they call “the Shoeby effect.”

Shoeby wanted to test what the team was already observing in practice: how personal styling affects how customers feel and how they behave afterward. To that end, Shoeby invited 25 participants to a styling session and measured the impact at three different points: before, during, and after the session. Validators was brought in to map customer behavior and combine this with feedback and experience, so that it becomes clear what the styling session actually achieves.

“By combining EmotionFlow™, questionnaires, and StoryFlow™, we were able to measure not only that something is changing, but also when it happens and what causes it—both at the moment it occurs and in the period that follows. That combination provides a much more accurate insight into personal experiences than any single measurement method alone.” — Astrid Lubeck, innovation consultant at Validators

Research Methodology

This project is methodologically interesting because we worked with a purposefully selected, compact sample (N=25) and applied our expertise in combining methods: behavioral research techniques alongside questionnaire-based research, supplemented by qualitative in-depth analysis. This created a solid and reliable foundation for sharp, actionable insights.

1) EmotionFlow™, real-time emotion measurement

During two key moments in the styling session, we used EmotionFlow™ to measure emotional facial responses. Participants were asked to look at themselves in the mirror: first immediately after entering the room in the outfit they had chosen themselves, and then at the end of the styling session in the outfit put together by the stylist. This allowed us to capture what they actually showed at the moment of truth. In this way, we not only captured the initial, spontaneous reaction upon first seeing themselves in the new look, but also what happens next: how participants closely inspect their outfit (from fit to details) and how that second evaluation phase influences their emotional facial responses.

2) Questionnaires, quantitative analysis at multiple time points

Participants completed questionnaires at various points regarding their satisfaction with their clothing and the underlying reasons: one week before the session, on the day of the session before the styling, immediately after the styling, and in follow-ups after 3 days and after 1 week. This allowed us to assess not only the immediate impact of the styling, but also whether changes in appreciation and satisfaction persisted after the styling session and whether behavior changed.

3) StoryFlow™, a qualitative exploration of the “why” behind the numbers

With StoryFlow™, we added a crucial layer. Participants explain in their own words what makes a moment positive or negative, what doubts they had, and what was or wasn’t put into practice at home. This is the information you need to interpret the data and identify which moments from the session had an impact.

Results

1) Immediate effect visible in emotional responses and self-reports

The participants’ responses clearly showed that, on average, they felt better and happier after the session than before it. This is reflected both in what the participants themselves reported and in the measured levels of happiness visible on their faces. Especially when participants see themselves in their new outfit for the first time, there is often a clear positive facial reaction, such as smiling, which underscores the importance of the “first moment in the mirror.”

The higher levels of satisfaction reported after the session persisted in the follow-ups. Responses from the StoryFlow™ interview showed that this increased satisfaction was not solely due to the new outfit. For several participants, the styling session had also caused them to view their own wardrobe differently, which increased their satisfaction with their outfit. This pattern is relevant because it points to an effect that does not fade immediately after the shopping experience.

2) The “why” behind the impact, personal attention, and tips

The qualitative StoryFlow™ feedback consistently shows that participants particularly appreciate the personal attention and the tips they can apply at home. This adds nuance to the interpretation: it’s not just the outfit, but also the guidance—such as listening, explanation, and affirmation—that proves to be a defining part of the experience.

“I’m really happy with it. When I wear the outfit, I feel confident, and I get a lot of compliments on it, too. That’s why I’m sure the stylist made the right choices for me.” – StoryFlow™ participant review

Conclusion

Using a clear research design, we combined complementary methods: EmotionFlow™ to objectively capture momentary emotions during crucial mirror moments, questionnaires to track satisfaction and usage over time, and StoryFlow™ to interpret the “why” behind the numbers in the context of the service experience. To learn more about what Shoeby did with these insights and how they position the “Shoeby effect,” be sure to read the article on FashionUnited about the application of this research.