Case Studies | Boden


Since launching over a quarter of a century ago, Boden has grown to become a fashion tour de force, providing vibrant, colourful, and high-quality clothes and expanding from being a catalogue business to embrace online and physical shops around the world. The brand’s success is down to staying laser-focused on delivering better products and better customer experience than the competition. This customer obsession meant it wanted to change how it listened, bringing together insight from customers, employees and the market.



Boden chose to work with Questback to transform its feedback processes, providing a centralised platform spanning customers, employees, and market research. As well as running customer experience surveys, the platform also supports Boden’s 15,000 customer market research panel. This provides deep insight from passionate consumers, giving Boden the ability to test new ideas and products, and understand how and where it can improve. On the employee side Boden has shifted from a single, annual survey of its 800 staff to a more regular approach that better reflects its values, with quarterly pulses to increase the frequency of listening and to help enable greater agility of subsequent action.



While Boden has only recently implemented the Questback platform, it is already seeing significant benefits and feels it has a platform that can support its future needs. Results include:

  • Higher quality insight from customers, enabling closed-loop feedback
  • Ability to track employee engagement as a key business metric
  • Full platform for integrating feedback with business systems, supporting decision-making