CONSUMER RESEARCH GUIDES strategic decision-making , helping spas refine their services and marketing to resonate with their target audience . By studying the preferences , behaviors and needs of consumers , spa professionals can stay competitive , ensuring their offerings remain relevant and appealing .

By understanding their clientele ’ s demographics and purchasing behavior , spas can tailor their campaigns more effectively . For instance , if many clients are Millennials who value social media , spas can invest in a robust social media strategy with interactive content and customer testimonials . This targeted approach maximizes marketing ROI .

Additionally , consumer research informs the development of spa treatment menus . By identifying soughtafter services , spas can prioritize treatments that align with consumer preferences , such as natural and organic products . Understanding customer pain points and desires allows spas to innovate and introduce new treatments , setting them apart from competitors .

Finally , consumer research shapes the workforce by highlighting skill gaps . If there is high demand for specialized techniques or advanced skincare , training programs can adjust their curricula to fill these needs , ensuring a steady supply of qualified professionals ready to meet market demands .

( Need more ideas on how to give back to the spa community ? Check out “ 10 Ways to Get Involved in Spa Industry Leadership ” on page 10 .)

THE ISPA FOUNDATION EXISTS to drive spa research and educational programs . Here ’ s how you can help : 1 Complete every Snapshot survey : These monthly questionnaires let us know what spa leaders are focused on — and worried about — throughout the year .

2 Take part in the ISPA U . S . Spa Industry study : This annual study benchmarks the health of the industry and sets research and development priorities .

3 ISPA Foundation Auctions : Donating to the Foundation ’ s primary fundraiser is the best way to ensure funds are available to support ongoing research and initiatives .

ISPA FOUNDATION BOARD OF DIRECTORS

CHAIR Todd Shaw Fountain Life

VICE CHAIR Ella Kent The Spa at Sea Island

Kelleye Martin ISPA Chair Trellis Spa , The Houstonian Hotel , Club & Spa

Jennifer Holzworth ISPA Vice Chair Montage International

Lynne McNees International SPA Association

HONORARY FOUNDATION BOARD MEMBER Deborah Szekely Rancho La Puerta

60 PULSE n JULY / AUGUST 2024