Uncovering our target.

We combined Simmons and social data to identify a group of people we called “Discerning Decorators” who see their bedroom as more than a place to sleep — often filling it with curated, hand-crafted items. To understand the emotional side of our target, we also deployed bullet board research to give us an ethnographic perspective. We discovered that when Discerning Decorators buy a mattress, they’re not just searching for the most comfortable bed to sleep on; they’re searching for the most visually appealing piece that completes their bedroom.