1851

The customer is always right. And when they&#8217;re wrong, they&#8217;re still right. OK, that might be a little extreme and probably not the exact connotation Harry Gordon Selfridge or Marshall Field had in mind when they built their businesses, but the phrase still holds tremendous weight &#8211; especially in franchising. If your system can&#8217;t be scaled to meet consumer demand in multiple markets you will fail. It is that simple. Buzz Franchise Brands, parent company of <a href="http://mosquitojoefranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-to-take-consumer-behavior-data-and-translate-it-into-actionable-insight-4986" target="_blank" rel="nofollow">Mosquito Joe</a>, recently launched a new maintenance and minor repair swimming pool concept called <a href="http://poolscoutsfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-to-take-consumer-behavior-data-and-translate-it-into-actionable-insight-4986" target="_blank" rel="nofollow">Pool Scouts*</a>. With an established and growing brand like Mosquito Joe and a brand new brand like Pool Scouts, Buzz Franchise Brands relies heavily on consumer data to improve their systems and maintain strong growth. I had a chance to speak with Gwen Marsh, Marketing Manager for Pool Scouts and Angela Zerda, Director of Marketing for both brands, about how they translate consumer data into real results and best practices for using data. <span style="background-image: initial; background-attachment: initial; background-color: white; background-size: initial; background-origin: initial; background-clip: initial; background-position: initial; background-repeat: initial;">1851 Franchise: How important is market research for launching a new franchise concept? <span style="background-image: initial; background-attachment: initial; background-color: white; background-size: initial; background-origin: initial; background-clip: initial; background-position: initial; background-repeat: initial;">Gwen Marsh: Market research is essential. Pool Scouts conducted both quantitative and qualitative research during the development process that greatly influenced the brand identity, positioning and strategic platform. We wanted to be sure we had a brand that was synonymous with trust, competence, professionalism, courtesy and a bit of fun. We believe we landed in the right place thanks to the research pointing us in the right direction and confirming our hypotheses. <span style="background-image: initial; background-attachment: initial; background-color: white; background-size: initial; background-origin: initial; background-clip: initial; background-position: initial; background-repeat: initial;">1851: What are some of the things you looked at to successfully launch Pool Scouts? <span style="background-image: initial; background-attachment: initial; background-color: white; background-size: initial; background-origin: initial; background-clip: initial; background-position: initial; background-repeat: initial;">Angela Zerda: It's always important to look at the market/industry you're entering first and foremost. What is the current landscape? What's working well and where are the opportunities for improvement? For Pool Scouts we looked at the pool service industry for the current trends, we analyzed the competitive space, and we sought out information on the needs of our target audience (pool owners). Once we had our brand positioning, we looked for the best ways to drive brand awareness as a new company entering the pool service space. <span style="background-image: initial; background-attachment: initial; background-color: white; background-size: initial; background-origin: initial; background-clip: initial; background-position: initial; background-repeat: initial;">1851: Were you surprised by any of the things you found or is it all fairly straight forward? <span style="background-image: initial; background-attachment: initial; background-color: white; background-size: initial; background-origin: initial; background-clip: initial; background-position: initial; background-repeat: initial;">AZ: The more research we did, and the more we learned about the current pool service landscape, the more confident and excited we felt about launching Pool Scouts. It was clear that there was a need for professional pool cleaning services, and especially room for that within the franchise space. The response has been incredible both from the end customer and the potential franchisee side. It is a testament to both the fragmented market as well as the mission of Pool Scouts. <span style="background-image: initial; background-attachment: initial; background-color: white; background-size: initial; background-origin: initial; background-clip: initial; background-position: initial; background-repeat: initial;">1851: What advice might you give to another franchise starting up? <span style="background-image: initial; background-attachment: initial; background-color: white; background-size: initial; background-origin: initial; background-clip: initial; background-position: initial; background-repeat: initial;">GM: A thoughtful approach pays off in the end. Take the time to understand the market through research and partners, and use that information to make educated decisions. <span style="background-image: initial; background-attachment: initial; background-color: white; background-size: initial; background-origin: initial; background-clip: initial; background-position: initial; background-repeat: initial;">1851: What advice might you give to an established brand? <span style="background-image: initial; background-attachment: initial; background-color: white; background-size: initial; background-origin: initial; background-clip: initial; background-position: initial; background-repeat: initial;">AZ: Even established brands should be regularly collecting data to ensure they're still relevant with the services they're offering and the brand messaging they're using. Consumer needs and expectations are constantly changing so brands must constantly adapt.

1851 Franchise

More brands are using their consumer data to drive better results.

This brand page has been paid for by 1851. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

How to Take Consumer Behavior Data and Translate it Into Actionable Insight 

how-to-take-consumer-behavior-data-and-translate-it-into-actionable-insight

HomeTeam Inspection Service

Good Day Columbus: Home Insurance Expert Reveals Why Central Ohio Premiums Are Rising and How to Combat Costs

rising-home-insurance-costs-ohio

CapitalSpring

Primetime Fitness Expands Crunch Portfolio With CapitalSpring’s Backing

primetime-fitness-expands-crunch-portfolio-with-capitalsprings-backing

Children's Lighthouse

How Children’s Lighthouse Franchisees Scale to Multiple Locations

how-childrens-lighthouse-franchisees-scale-to-multiple-locations

Express Employment Professionals

Betting on Himself: How Chris Brown Built an Express Employment Professionals Franchise From the Ground Up

betting-on-himself-how-chris-brown-built-an-express-employment-professionals-franchise-from-the-ground-up

Comfort Keepers

Comfort Keepers® Named One of America’s Best Home-Care Providers

comfort-keepers-named-one-of-americas-best-home-care-providers

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Potbelly to be Acquired by RaceTrac in $566 Million Deal 

racetrac-acquires-potbelly-in-566-million-deal

Health Care Hiring Slowdown Highlights In-Home Care Franchise Opportunities - 1851 Franchise Agg

Health Care Hiring Slowdown Highlights In-Home Care Franchise Opportunities 

health-care-hiring-slowdown-in-home-care-franchise-opportunities

Caribou Coffee Names Scott Kennedy CEO, Eyes Continued Growth

caribou-coffee-names-scott-kennedy-ceo-eyes-continued-growth

McDonald’s Launches New Extra Value Meals as Consumer Demand for Value Continues to Climb

mcdonalds-launches-extra-value-meals

Power Eats: Smoothie King Rolls Out Food Nationwide To Fuel Franchise Growth

smoothie-king-food-menu-power-eats

1851 Franchise Deep Dive graphic with Sparkle Squad logo

Sparkle Squad Franchise Costs, Fees, Profit and Data for 2025

franchise-deep-dive-sparkle-squad-franchise-costs-fees-profit-and-data

Jollibee -Launch-Story-Brand-Page-Deep-Dive-2025

Jollibee Franchise Costs, Fees, Profit and Data for 2025

jollibee-franchise-costs-fees-profit-and-data-for-2025

Design with image of employee holding card reader and customer paying

How Smart Retail Franchises Are Winning Against Online Competition

retail-franchise-opportunities

How Network In Action Is Redefining the Franchise Model With Community, Connection and Fast ROI

network-in-action-franchise-scott-talley-interview

Hely and Hiral Patel Bring Their Longtime Dream to Life With The Brass Tap

brass-tap-franchise-pasadena-maryland-hely-hiral-patel

DevHub - Meet the Supplier - 1851 Franchise

DevHub: Scalable Digital Marketing for Franchises and Multi-Location Brands

devhub-meet-the-supplier

1851 Keyword - The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

part-time-franchises-picking-the-right-model

Design with school-aged child standing on pencil with text "Education Franchises" and "<$500K"

Top Education Franchises Under $500K To Explore in 2025

top-education-franchises-under-500k

Franchisee spotlight graphic with photo of Ricki Oberoi and Layne's Chicken Fingers logo

Multi-Unit Wendy’s Operator Signs 12-Unit Deal With Layne’s Chicken Fingers

ricki-oberoi-laynes-chicken-fingers-growth

How to Take Consumer Behavior Data and Translate it Into Actionable Insight

MORE STORIES LIKE THIS