Michaels Stores, the largest crafts chain in the USA, conducts customer surveys every other month and extensively reviews their customer data according to a 2011 interview with Michaels’s chief marketing officer. If you are a competitor of Michaels you need to understand your own customers as well as Michaels understands theirs: Read major market studies and ask Hart to help you with your own proprietary surveys, social media observation, and data analysis.
Art materials retailers should start by consulting the NAMTA Artists & Art Materials 2012 Study produced by Hart. This is an in-depth study of art enthusiasts, their artworks, purchasing habits, motivations, and art supply store feedback.
Fiber arts retailers (yarn stores and stitching stores) should start by consulting the TNNA State of Specialty NeedleArts Study produced by Hart. This study provides in-depth data on knitters, crocheters, needlepointers, and cross-stitchers, their projects, purchasing habits, motivations, and feedback for retailers.
Also take a look at Hart’s Industry Information page for links to useful consumer and industry studies and data.