1. Background
A Fact-Based Approach Centered on Studies
From 2020 to 2023, we've conducted annual systematic studies to understand customer acquisition and retention in the Powder Brows, Hairstrokes, and Microblading industry. Over 2352 customers have participated in these studies, which primarily involved online surveys and more than 410 in-depth live client interviews. These surveys and interviews covered various locations, primarily the United States, the United Kingdom, and Europe. While regions like Russia and Asia weren't included, the consistency of results across the surveyed areas suggests that geographical factors have less impact on customer loyalty than demographic or psychographic attributes. Factors like the customers' nature, age, wealth, and interests seem to play a more significant role in determining loyalty than their location.
What Artists Think About Their Replaceability
Our research has asked over 400 artists about their perceived replaceability. Interestingly, more than 67% of those specializing in Powder Brows, Hairstrokes, and Microblading believe they are "hard to replace" and that their existing customers would "seriously think before turning to alternative artists." This belief is common, yet it's important to note that individuals often have an optimistic bias regarding their abilities, a tendency documented in various studies. This self-perception can skew artists' views of their indispensability, suggesting the need for a more objective examination, as we will explore in the next section.
93% Believe They Are Better Than Average
In 1980, Swedish psychologist Ola Svenson conducted a study on self-assessment, focusing on how individuals perceive their driving skills. He surveyed 81 American college students and 80 Swedish graduate students, asking them to compare their driving abilities to their peers.
The findings revealed a common tendency to overestimate one's abilities, consistent with what we've observed in the artist community. A significant 88% of the American participants and 77% of the Swedish participants considered themselves in the top half of drivers regarding safety. Moreover, regarding overall driving skills, an overwhelming 93% of the Americans and 69% of the Swedish students rated themselves as better than average.
This phenomenon, where individuals often overestimate their capabilities, is well-documented and prevalent in various life aspects. While many artists might see themselves as "harder to replace" than they might actually be, this self-perception is not the sole reason for the relatively low repeat business rates observed. In the following sections, we'll explore this topic and the psychological phenomena related to those.
