Case Study: Herman Miller Inc. achieves audience engagement and customer insights with Bazaarvoice Ask & Answer

With Bazaarvoice Ask & Answer, Herman Miller Finds The Answers In Customers’ Questions

Herman Miller, the iconic furniture manufacturer known for design-driven products, wanted new ways to engage its audience and learn what customers and design enthusiasts cared about. The company used the 2011 Cusp design conference as a testbed to gather feedback and spark conversation around its SAYL chair and broader product interests.

Herman Miller ran a Bazaarvoice Ask & Answer promotion inviting 300 attendees to submit questions to SAYL designer Yves Béhar; 22 questions were received (a 7.3% response rate, 143% above average). The campaign produced actionable customer insights (notably interest in sustainability), valuable user‑generated content now featured on the SAYL product page, and a model the company plans to replicate to deepen future designer–customer engagement.

Herman Miller Inc.

Shannon Zonca

eCommerce Marketing Analyst, Retail