Lands’ End Case Study

Dodgeville, WI

Lands’ End is a classic American lifestyle brand with a passion for quality, legendary service, real value and a simple two-word promise to stand behind everything it sells: Guaranteed. Period.® Lands’ End delivers timeless style for Men, Women, Kids and the Home at, 1-800-800-5800, the Lands’ End Shops at Sears and around the world.

“Because Qualtrics is so user friendly and efficient, we have been able to ask our customers about many topics; everything from evaluating and defining our shipping and service strategy based on consumer feedback to keeping a pulse on our overall customer satisfaction. We are a highly data-driven organization and the voice of the customer is one of the most valuable data points.”

Amelia Dunlap

Senior Manager of Market Research

Lands' End research


  • Small research team to support an entire organization
  • Increasing volume of research requests from merchandising and cross-functional teams
  • Needed an enterprise survey platform that didn’t require programming code


Lands’ End uses Qualtrics Research Suite to:
  • Conduct 50+ projects a year for customer satisfaction, voice of the customer, market research, concept testing, product development and employee feedback, without the need for programming code
  • Tested concepts and messaging for a new swimsuit collection, including embedding 170 images in a survey
  • Move all customer satisfaction research from phone surveys to online
  • Conduct seasonal product testing for 300+ products to aid in buying decisions
  • Easily integrate all research with existing customer database to leverage millions of customers
  • Segment all research into six consumer segments to track specific attitudes and behavior and aid in analysis


  • Reduced overall research time by 25%
  • Increased volume of market research by 30%
  • Helped validate and position an innovative and highly successful new line of women’s swimwear
  • Helped develop a new strategy for shipping and service based on consumer feedback
  • Can leverage research and best practices across a global organization with a small, centralized research team

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