The first stage was three focus groups. The method consists in detailed interviewing of representatives of the target audience. Women participated in all focus groups. The first was attended by those whose children were from 6 to 12 years old, in the second - with children from 1 year to 6 years old. A common preference for both groups was to buy children's shoes in separate stores. The third group consisted of mothers of children 0 to 12 years old, who are used to buying shoes in large shopping centers. It is worth noting that the interviews were monitored by retail store owners.
Conducting focus groups made it possible to identify vectors for studying the opinion of a wider range of consumers by the method of telephone polling, which became the next stage of the study. Based on the results, which are expected by the end of June 2012, Mila is planning to hold a seminar for partners - heads of retail stores.