The first step was the conduct of three focus groups. The method consists in detailed interviewing representatives of the target audience. Participants in all focus groups were women. The first was attended by those whose children were from 6 to 12 years old, the second - with children from 1 years 6 years old. A common feature for both groups was the preference for buying children's shoes in separate stores. The third group consisted of mothers of 0 children up to 12 years old, who are accustomed to purchasing shoes in large shopping centers. It is worth noting that the course of the interview was observed by the owners of retail stores.
Conducting focus groups allowed us to determine the vectors for studying the opinions of a wider circle of consumers by the method of telephone survey, which became the next stage of the study. According to the results that are expected by the end of June 2012, Mila plans to hold a seminar for partners - heads of retail stores.