Unlocking the Female Customer Opportunity
Customer Intelligence Deep Dive for Tifosi Optics
How Sum IQ analyzed 8,000+ reviews to surface unexpected use cases, survey optimization strategies, and multi-purchase behavior patterns for a performance sunglasses brand
Reviews Analyzed
Unexpected Use Cases
Multi-Purchase Reviews
of Data (2023-2025)
Background
Client & Context
Tifosi Optics is a performance sunglasses brand known for high-quality eyewear across cycling, running, golf, and outdoor activities. With thousands of SKUs and a loyal customer base, they had a wealth of customer feedback data—but lacked the ability to extract actionable insights at scale.
As their paid media agency, Sum Digital identified an opportunity to use Sum IQ to unlock growth in an underserved segment: female customers.
The goal was threefold: discover unexpected product use cases for social campaigns, optimize post-purchase surveys for better female customer insights, and understand multi-purchase behavior to inform product photography and merchandising. This is the kind of deep-dive intelligence we provide to ecommerce brands we partner with.
Challenge
The Problem
Tifosi faced challenges common to performance brands expanding their female audience:
- |Hidden use cases: Female customers were using products in unexpected ways that weren't reflected in marketing—representing untapped campaign opportunities
- |Survey blind spots: Existing post-purchase surveys weren't capturing female-specific insights needed for ad targeting and product development
- |Multi-purchase mystery: Women were buying multiple pairs to match outfits, but photoshoots weren't styled to reflect this behavior
Our Approach
Three Strategic Queries
Using Sum IQ, we ran three targeted analyses across 8,242 product reviews spanning two years of customer feedback:
"What are outlier cases where female customers are using our products in unexpected ways that might lend well to social media campaigns?"
Goal: Surface authentic campaign angles from real customer behavior
"Recommend post-purchase survey questions for female customers—one bucket for Meta ads intelligence, one for product development."
Goal: Optimize data collection for the female segment
"Analyze multi-purchase behavior—women are buying multiples to match outfits. How do we leverage this for photoshoots and merchandising?"
Goal: Inform creative direction and product photography
Finding #1
Eight Unexpected Use Cases
Sum IQ analyzed 5,483 reviews from female customers and identified eight distinct ways women were using Tifosi sunglasses beyond their intended purpose—each representing a powerful campaign opportunity.
The Mom's Multi-Tool
Busy mothers using Tifosi as an essential parenting accessory—from morning runs to soccer practice duty.
Campaign: "Beyond the Run"
The Small-Faced Professional
Professional women with smaller faces who've struggled to find proper-fitting performance eyewear.
Campaign: "Perfectly Framed"
The Backcountry Skier
Female backcountry skiers choosing pink lenses for enhanced snow visibility.
Campaign: "The Pink Advantage"
The Evening Cyclist
Female cyclists extending rides into evening hours with specialized lenses.
Campaign: "Twilight Rider"
The Post-Surgery Shield
Women recovering from cataract surgery choosing Tifosi for both protection and style.
Campaign: "Healing in Style"
The Sailing Navigator
Female sailors discovering Tifosi works exceptionally well on the water.
Campaign: "Sea Change"
The Pickleball Convert
Women in the rapidly growing pickleball community making Tifosi their go-to eyewear.
Campaign: "Court Vision"
The Ballcap Champion
Women solving the common ballcap/sunglasses compatibility issue.
Campaign: "Perfect Pairing"
Strategic Campaign Recommendations
#TifosiWomenWhoWow
Authentic stories from women in non-traditional fields—paramedics, backcountry guides, sailors
"Small Face, Big Adventures"
Before/after experiences showing ill-fitting glasses versus Tifosi's solution
"She Sees Differently"
Women who've discovered specific lens colors work better for their activities
"Works With Everything"
Compatibility with women's gear—ballcaps, helmets, headbands
Finding #2
Optimized Survey Questions
Sum IQ analyzed existing survey responses and identified gaps in female-specific insights. We developed two buckets of targeted questions:
Meta & Instagram Ads Intelligence
"What specific moment in our Instagram/Facebook ad convinced you these sunglasses were right for you?"
Options: Female athlete testimonial, Fit demonstration, Style versatility, Performance features, Size options
"What frustration with previous sunglasses brands led you to try Tifosi?"
Options: Too large for face, Uncomfortable ear fit, Limited style options, Not performance-oriented, Didn't stay in place
"What type of women in our ads do you most relate to or aspire to?"
Options: Competitive athlete, Casual fitness enthusiast, Outdoor adventurer, Stylish everyday wearer, Multi-activity performer
Product Development Intelligence
"Which specific fit issue matters most to you in performance eyewear?"
Options: Temple arm length, Nose bridge comfort, Frame width, Frame weight, Staying in place during activity
"For which occasions do you wish you could wear your Tifosi sunglasses but choose not to?"
Options: Professional settings, Social events, Casual everyday wear, Specific sports
"If Tifosi created a women's specific line, which feature would be most important?"
Options: Female-specific fit dimensions, Adjustable components, Activity-specific designs, Compatibility with headwear
Key insight: Reviews revealed fit issues with "temple arms being long and straight with no curve on the ears," requests for "women-specific glasses," and challenges finding quality sunglasses for "small framed faces." These survey questions directly address these pain points.
Finding #3
The Color-Matching Opportunity
Sum IQ uncovered a significant trend: female customers buying multiple pairs to match different outfits. This behavior was hiding in plain sight—96 reviews explicitly mentioned purchasing multiple colors.
Top Products for Multiple Purchases
| Product | Reviews | Avg Rating | Multi-Purchase Mentions |
|---|---|---|---|
| Tifosi Swank | 623 | 4.80 | 32 |
| Tifosi Swick | 358 | 4.79 | 11 |
| Sanctum Crystal | 356 | 4.84 | 9 |
| Swank Prescription | 231 | 4.87 | 9 |
"I may have a bit of a habit... When I find something I like, I want to buy it in every color."
— 5-star review
"Got these primarily for travel... Match your outfits with the variety of colors."
— Multi-purchase customer
Photoshoot & Merchandising Strategy
Complete Outfit Styling
Spec out the entire ensemble for each photoshoot—not just the glasses. Show complete looks with coordinated outfits.
Color Coordination Guides
Create guides showing which sunglasses match with specific clothing colors: "Purple Swank with lavender outfits."
"One Frame, Multiple Styles" Content
Show the same model wearing the same frame in different colors with coordinated outfits across activities.
"Complete the Look" on Product Pages
Add styling tips for each color variant and show how the look comes together.
Framework
Why This Worked
Customer voice at scale
8,242 reviews contain insights no focus group could replicate. Sum IQ extracts patterns from authentic customer language—revealing use cases, pain points, and behaviors that marketing teams would never think to ask about.
Segment-specific intelligence
Rather than treating all customers the same, we isolated the female segment to understand their unique relationship with the product—from fit frustrations to outfit coordination. Different segments have different needs.
Connected insights
The three queries work together: unexpected use cases inform ad creative, optimized surveys capture better data going forward, and multi-purchase behavior reshapes how products are photographed and merchandised.
"These campaigns would highlight authentic experiences from your female customer base, showcasing how Tifosi glasses have become essential tools in ways your product development team might never have anticipated."
Common Questions
Customer Intelligence FAQs
How does Sum IQ identify unexpected use cases?
Sum IQ uses natural language processing to analyze thousands of reviews, surfacing patterns that would take humans weeks to find. It identifies outlier behaviors—customers using products in ways the brand never anticipated—by looking for unusual context words and use-case descriptions.
Can Sum IQ segment analysis by customer demographics?
Yes. Sum IQ can isolate specific customer segments—like female customers in this case—to understand their unique needs, preferences, and behaviors. This enables targeted campaign strategies and product development decisions for underserved segments.
How do the survey recommendations improve ad performance?
By asking the right questions, you collect data that directly informs Meta and Google ad targeting. Questions like "What frustration led you to try us?" reveal pain points for ad copy, while "What type of women in our ads do you relate to?" guides creative direction.
How can I get a customer intelligence analysis for my brand?
Sum IQ is available to Sum Digital paid media clients as part of our partnership. Book a call to discuss how customer intelligence can unlock growth opportunities for your brand.
Ready to Unlock Hidden Segments in Your Customer Data?
Sum IQ can analyze your reviews to surface unexpected use cases, optimize your surveys, and reveal purchase behaviors you didn't know existed.