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THE ART OF DEVELOPING WITH
DATA
Which sometimes means ignoring it
19 PRODUCTS
16 MILLION COMMUNITY MEMBERS
8 TYPES OF DATA LEVERAGED
1 KILLER BRAND
1,866 STORES
2
THEARTOFDEVELOPINGWITHDATA
THEARTOFDEVELOPINGWITHDATA
VERSED
GUMMY SQUIRREL
3
THEARTOFDEVELOPINGWITHDATA
VERSED
P E O P L E
W I T H S K I N
4
THEARTOFDEVELOPINGWITHDATA
VERSED
90% WANT TO HAVE 

A SAY IN OUR PRODUCTS
5
*March 2019 survey Who What Wear audience members
THEARTOFDEVELOPINGWITHDATA
VERSED
DATA V INTUITION
6
THEARTOFDEVELOPINGWITHDATA
VERSED
DO KNOW YOUR INPUTS
7
THEARTOFDEVELOPINGWITHDATA
THEARTOFDEVELOPINGWITHDATA
VERSED
DO KNOW YOUR INPUTS
8
PASSIVE LISTENING ACTIVE QUANTITATIVE ACTIVE QUALITATIVE
GOOD FOR
Understanding audience Testing specific hypothesis Refining and improving thesis
Forming thesis
SOURCES LIKE
Editorial and affiliate data Polls Focus groups
Forums and reviews Write-in responses
Social crawlers Private FB/Slack groups
DON’T BE ONE-AND-DONE
9
THEARTOFDEVELOPINGWITHDATA
VERSED
10
REFLECT & REPEAT
Team-wide data reviews
Slack channels
NEW PRODUCT IDEA
Everywhere!
INFORM VALUE PROP
Editorial data
Affiliate data
Product reviews
Private Facebook group
TEST CONCEPT
Community poll
TEST FORMULA
Focus group
At-home testers
TEST POSITIONING
Community poll
Editor & influencer poll
TEST MARKETING
Private Facebook group
Ad A/B test
JOURNEY OF A PRODUCT
DON’T OVERGENERALIZE
11
THEARTOFDEVELOPINGWITHDATA
VERSED
DON’T OVERGENERALIZE
*March 2019 survey Who What Wear audience members
12
AVERAGE PROFILE
PREFERRED FACE SPF
16% SPF 15-29
42% SPF 30-39
7% SPF 40-49
25% SPF 50+
10% Don’t wear face SPF :(
INTERESTED IN BUYING
31% Ultrasonic cleansing
device
43% Hydrating oil-serum
THEARTOFDEVELOPINGWITHDATA
VERSED
DON’T OVERGENERALIZE
*March 2019 survey Who What Wear audience members
13
HIGH-PRICE SHOPPERS LOW-PRICE SHOPPERS DIFFERENCE
PREFERRED FACE SPF
10% SPF 15-29 18% SPF 15-29 +8%
60% SPF 30-39 38% SPF 30-39 -23%
10% SPF 40-49 6% SPF 40-49 -4%
20% SPF 50+ 26% SPF 50+ +6%
0% Don’t wear face SPF 13% Don’t wear face SPF :( :( +13%
INTERESTED IN BUYING
45% Ultrasonic cleansing
device
27% Ultrasonic cleansing
device
-18%
30% Hydrating oil-serum 47% Hydrating oil-serum +17%
14
DO OWN YOUR MISSION
THEARTOFDEVELOPINGWITHDATA
VERSED
DO OWN YOUR MISSION
*July 2018 survey of Clique audience members
15
TOP PRODUCTS
PREDICTED BY TESTING NOT PREDICTED BY TESTING
DAY DISSOLVE Cleansing Balm NIX IT Spot Solution 🤷
DEW POINT Moisturizing Gel Cream
VACATION EYES Brightening Eye Gel
🤷
HYDRATION STATION Booster with HA
JUST BREATHE Clarifying Serum
ON THE RISE Firming Serum
THE SHORTCUT Overnight Facial Peel
STROKE OF BRILLIANCE Brightening
Serum
WASH IT OUT Gel Clean
THEARTOFDEVELOPINGWITHDATA
VERSED
16
*March 2019 survey of Versed and Who What Wear audience members
16
DO OWN YOUR MISSION
CLEAN STANDARD
SOUGHT BY >50% OF COMMUNITY NOT PREDICTED BY TESTING
Paraben-free (67%) Paraben-free 
Cruelty-free (65%) Cruelty-free 
Sulfate-free (63%) Sulfate-free 
Artificial fragrance-free (55%) Artificial fragrance-free 
Vegan
Artificial dye-free
Formaldehyde-free 
Silicone-free 
Phthalate-free 
Mineral oil-free 
1,350 other questionable ingredient-free
DON’T OVERGENERALIZE
DO KNOW YOUR INPUTS
DON’T BE ONE-AND-DONE
DO OWN YOUR MISSION
17
QUESTIONS?
18

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