Target Has a Secret App

Target Has a Secret App

...and it looks like Instagram?

...and it looks like Instagram?

Text: Gretty Garcia

Despite visibly resembling Instagram insofar as its design, Studio Connect, the application created in-house at Target, serves a unique purpose of its own: To drive a feedback loop that benefits and bridges the company itself, the app's participating users, and the company's vast consumer base.

What's the catch? The service is not for everyone. Literally. It operates by "invite only," and, currently, the select few currently using Studio Connect numbers at around 600 users. Those invited to participate can earn points that can be redeemed in the form of discounts, have the opportunity to try products early, and even have a say in what the store ultimately carries.

According to Fast Company: "Target launched Studio Connect for a simple reason: Products are being developed faster than ever, but conventional consumer insight research methods–like running official polls, or coordinating in-person focus groups–takes several weeks at best. By the time a product developer has their question answered (such as, “What kind of sheets do you prefer, and why?”), it may no longer even be relevant."

Julie Guggemos, senior vice president of product design and development at Target, explains that “Studio Connect enables our designers to interact with guests at any point while developing products, encouraging conversations and adding a level of flexibility to the formal feedback process.” Despite not being the first company to introduce this interactive form of market research, Target is certainly still generating much deserved buzz!

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