For most salons research comes very low on the list of marketing priorities. You should, however, embrace research as it’s the first step to understanding what your clients really want from your salon. Finding out what your clients want and giving it to them is a better starting point than trying to sell them what you already have.

A simple, cheap and very effective piece of research you can do yourself is to observe your clients in the salon. And I mean observe, not just watch.

What does your client do first when they walk into the salon and your receptionist is on the phone? Do they look happy? Frustrated? Bored? Do they look at your retail display whilst they wait? Once seated in reception do they pick up a magazine, text their mum or read your salon literature?

Follow them throughout their visit, discreetly of course; there is no need to don a false moustache and glasses! Make detailed notes and learn. Do this exercise at least once a month and make sure you observe different types of clients. Here’s some ideas to get you started:

• New client on their first visit to your salon
• Mum and child
• Colour service client
• A client visiting your most senior stylist
• One visiting a graduate stylist
• A student
• A walk-in/standby client

I’ll guarantee you’ll gain at least one insight into how to improve their experience.