Instagram DM Analysis: Customer Insights & Feedback
Analysis Date: January 4, 2026 Data Period: 2022-2025 Total Conversations Analyzed: 145+ threads Purpose: Inform relaunch strategy, content creation, and product development
Executive Summary
Analysis of 145+ Instagram DM conversations reveals strong product-market fit, high customer satisfaction, and clear demand signals for the March 2026 relaunch. Key findings include:
- Validated demand: Multiple customers actively waiting for store to reopen
- High satisfaction: Repeat customers and enthusiastic testimonials
- Product gaps: Super king size and expanded colour range most requested
- Cover-only demand: Significant interest in purchasing replacement covers
- Content opportunities: Colour comparison, sizing guides, and customer features
Customer Reviews & Testimonials
Verified Customer Quotes (Use for Marketing)
| Customer | Quote | Date | Context |
|---|---|---|---|
| Kylie (Bowral, NSW) | “It is so perfect, thank you once again xx” | Oct 2024 | Black Boucle Super King |
| Kylie | “Look what arrived tonight!!! Absolutely stunning. Love love love!!!” | Oct 2024 | First impression |
| Elise | “I have purchased a pillow a few years ago and we are still loving it.” | Nov 2025 | Return customer |
| Cherle-Lynn McConnell | “Recommend Arlem to everyone. We now have 2.” | Mar 2025 | Repeat purchaser |
| Cherle-Lynn | “Love your bed head cushions!” | Mar 2025 | Product endorsement |
| Uzma Lone (USA) | “Loving the Arlem pillow for the guest room! Thank you again for being so creative” | Sep 2024 | International customer |
| Morgan Kilpatrick | “I absolutely love the cushion” | Oct 2024 | Despite quality issue |
| Ollie Chu | “Your bed head cushions look so comfy!” | Apr 2025 | Pre-purchase interest |
| Pascale Gomes-McNabb | “They look great” | Apr 2025 | Interior designer |
| Lauren | “Absolutely loving this page, it’s so beautiful!” | Mar 2023 | Brand compliment |
| Roxy | “They are so good!!” | Mar 2023 | Product endorsement |
Testimonial Themes
- Quality & Craftsmanship - Customers consistently praise the handmade quality
- Longevity - Products still loved “years later”
- Visual Appeal - “Stunning”, “beautiful”, “perfect”
- Comfort - “So comfy” mentioned repeatedly
- Repeat Purchases - Multiple customers buying second cushions or covers
Key Questions Asked (FAQ Content Opportunities)
1. Product Availability & Ordering
| Question | Frequency | Example |
|---|---|---|
| “When will you be back?” | Very High | Ollie Chu, IVY, Pascale, multiple others |
| “Are you still selling?” | High | Pascale Gomes-McNabb |
| “When can I order?” | High | Multiple during dormancy |
Content Opportunity: “We’re Back!” campaign, availability notifications
2. Cover-Only Purchases
| Question | Frequency | Example |
|---|---|---|
| “Can I buy just the cover?” | Very High | Elise, designstuffbleh, Lynette Korn |
| “Do you sell pillow cases only?” | High | Multiple customers |
| “Can I get a replacement cover?” | Medium | Repeat customers |
Specific Requests:
- Elise: “Stone french seam edge linen cover in the king size”
- Lynette: “Can you tell me if you sell the cushion cover only”
- designstuffbleh: “Just purchasing the pillow case for the headboard pillow”
Content Opportunity: Dedicated cover-only product page, “Refresh Your Bedroom” campaign
3. Size Questions
| Question | Frequency | Example |
|---|---|---|
| “Do you make super king?” | Very High | Kylie, Lydia Wilson |
| “Custom sizing available?” | High | Kylie (203-210cm) |
| “What size for my bed?” | Medium | General inquiries |
Specific Requests:
- Kylie: “black boucle in a super king size, 203-210cm wide”
- Lydia Wilson: “Are you going to be expanding your range to include super king?”
Content Opportunity: Size guide, super king product launch
4. Colour & Fabric Questions
| Question | Frequency | Example |
|---|---|---|
| “Stone vs Natural - what’s the difference?” | Very High | Lara Glanville, wethree123 |
| “Can you send fabric samples?” | High | Deanne Gregory, Lara Glanville |
| “What new colours are coming?” | Medium | wethree123 |
| “Fabric weight/GSM?” | Medium | wethree123 |
Specific Colour Requests:
- “Very pale pink/peach”
- “Soft ivory/natural”
- “Pale green or duck egg”
- “Black boucle” (fulfilled - Kylie’s custom order)
Content Opportunity: Colour comparison guide, fabric swatch service, new colour announcements
5. Product Features
| Question | Frequency | Example |
|---|---|---|
| “How firm is it?” | Medium | Lynette Korn |
| “Is there a visible seam?” | Medium | Lynette Korn |
| “Is it reversible?” | Low | Lynette Korn |
Lynette’s Detailed Questions:
“Is it quite firm because I prefer the insert to be quite firm so that it supports you more when lying against it and lessens the need for 'fluffing up' all the time… is there a join seam? Would rather no seam visible on the front and back”
Content Opportunity: Product feature video, construction details post
6. Shipping & International
| Question | Frequency | Example |
|---|---|---|
| “Do you ship internationally?” | Medium | NZ, USA inquiries |
| “Shipping to [location]?” | Medium | Various |
International Interest:
- USA (Uzma Lone - successfully shipped)
- New Zealand (multiple inquiries)
- UK (implied from analytics)
Content Opportunity: International shipping FAQ, shipping zones page
7. Care & Maintenance
| Question | Frequency | Example |
|---|---|---|
| “Can I wash it?” | Medium | Various |
| “Will dog marks come out?” | Low | wethree123 |
wethree123’s Concern:
“I have a natural linen bed head which my dog can lean against and her coat has marked and not been successful at removing”
Content Opportunity: Pet-friendly care guide, stain removal tips
Customer Feedback & Issues
Quality Issue Reported
Morgan Kilpatrick (Oct 2024):
“I just wanted to let you know that I have one of your beautiful bed head cushions but unfortunately the zip has broken after only 2 washes.”
Emily’s Response:
“I haven’t had any feedback of this happening, however I have changed to a new zipper brand/style since your order. I am more than happy to make you a new cushion cover to replace this one.”
Resolution: Replacement cover sent, customer satisfied Action Taken: Changed to new zipper supplier
Positive Feedback Themes
- Responsiveness: Customers appreciate quick, personal replies
- Flexibility: Custom orders handled well (black boucle super king)
- Quality: No complaints about materials or construction (except zipper)
- Communication: Updates on order progress valued
- Personal Touch: Handwritten notes, personal messages
Product Expansion Suggestions from Customers
Explicitly Requested Products
| Product | Requested By | Priority |
|---|---|---|
| Super King Bedhead Cushion | Kylie, Lydia Wilson | HIGH |
| Bed Valance/Skirt | Cherle-Lynn McConnell | MEDIUM |
| Outdoor Range | Roxy | LOW |
| More Colour Options | Deanne Gregory, wethree123 | HIGH |
| Black Boucle | Kylie | COMPLETED |
Colour Expansion Requests
Based on customer inquiries, consider adding:
- Pale pink/blush
- Duck egg blue
- Soft green/sage
- Ochre (Emily noted this was being added)
- Silver lining (Emily noted this was being added)
- Warm taupe (Emily noted this was being added)
Audience Insights from Conversations
Customer Profiles Identified
- The Interior-Conscious Homeowner
- Researches thoroughly before buying - Asks detailed questions about fabric, construction - Values customisation - Example: Kylie (black boucle custom order)
- The Return Customer
- Already purchased, loves product - Wants covers or second cushion - Strong brand advocate - Examples: Elise, Cherle-Lynn
- The Waiting Customer
- Discovered during dormancy - Actively waiting for relaunch - High intent to purchase - Examples: Ollie Chu, IVY, Pascale
- The Interior Designer/Professional
- Potential B2B opportunity - Recommends to clients - Example: Pascale Gomes-McNabb Design
- The International Customer
- USA, NZ interest confirmed - Willing to pay international shipping - Example: Uzma Lone (USA)
Content Ideas from DM Analysis
1. Product Education Content
- “Stone vs Natural: Which Colour is Right for You?” - Most asked question
- “What is a Bedhead Cushion? Complete Guide” - Educational foundation
- “Size Guide: Queen vs King vs Super King” - Address sizing confusion
- “French Seam vs Relaxed Fit: Understanding Our Styles” - Style education
- “Behind the Cushion: How It’s Made” - Construction/quality focus
2. Customer Feature Content
- Kylie’s Custom Black Boucle Journey - Custom order story
- International Love: Uzma’s Guest Room in the USA - Global reach
- Cherle-Lynn’s Two Cushion Collection - Repeat customer feature
- Before & After: Customer Bedroom Transformations - Social proof
3. FAQ & Practical Content
- “Can I Just Buy the Cover?” - Cover-Only Options Explained
- “Caring for Your Cushion: The Complete Guide” - Including pet owners
- “Do You Ship Internationally?” - Shipping guide
- “How Firm Are Our Bedhead Cushions?” - Address Lynette’s question
4. Product Launch Content
- “New Colours Arriving!” - Ochre, Silver Lining, Warm Taupe
- “Super King is Here” - Size expansion announcement
- “We’re Back: March 2026 Relaunch” - Return announcement
5. Behind-the-Scenes Content
- Fabric Selection Process - Respond to colour questions
- Quality Control: Why We Changed Our Zippers - Transparency
- From Order to Doorstep - Order journey content
Spam & Promotional Messages (Filtered Out)
The following types of messages were identified as spam and excluded from analysis:
- Pet brand collaboration scams (@hppackofficial, @petsofworld.official) - 6 messages
- UGC creator pitches - 4 messages
- Crypto/investment scams - 1 message
- Generic promotional messages - 3 messages
Note: 2 UGC creators appeared legitimate and could be considered for future collaboration:
- Darcey (darceyevanssocial@gmail.com) - Has portfolio
- Sophie K - Budget-friendly UGC offering ($80)
Actionable Insights for Relaunch
Immediate Actions (Pre-Relaunch)
- Contact waiting customers: Ollie Chu, IVY, Pascale, Elise, Lydia Wilson
- Prepare cover-only product page - Clear demand exists
- Create Stone vs Natural comparison content - Most asked question
- Develop super king offering - Multiple requests
Launch Week Content
- “We’re Back” announcement with personal message
- Customer testimonials carousel using quotes above
- New colours reveal (Ochre, Silver Lining, Warm Taupe)
- Super king announcement (if ready)
Post-Launch Follow-ups
- Email past customers about cover-only options
- Feature Kylie’s black boucle as custom success story
- Create FAQ page addressing all questions documented
- Develop international shipping for USA/NZ demand
Customers to Contact for Testimonials
Based on DM engagement and purchase history:
| Customer | Reason | Contact Status |
|---|---|---|
| Kylie | Custom order success, enthusiastic | Has her details |
| Elise | Long-term satisfied customer | Waiting for relaunch |
| Cherle-Lynn McConnell | Repeat buyer, recommends to everyone | Purchased twice |
| Uzma Lone | International customer success | USA shipping proof |
| Morgan Kilpatrick | Good resolution story | Quality commitment |
| Lydia Wilson | Super king interest, patient waiter | Follow up at launch |
Summary Statistics
| Metric | Count |
|---|---|
| Total conversations analyzed | 145+ |
| Genuine customer inquiries | ~40 |
| Spam/promotional messages | ~15 |
| Customer reviews/testimonials | 11 |
| Cover-only inquiries | 5+ |
| Super king requests | 3 |
| International inquiries | 3+ |
| Colour comparison questions | 5+ |
| Customers waiting for relaunch | 6+ |
| Quality issues reported | 1 (resolved) |
Appendix: Full Customer Quotes
Kylie - Custom Black Boucle Order (October 2024)
Initial Inquiry:
“Hello! I am crushing on your pillows and am wondering if you customise them at all? I am looking for black boucle in a super king size, 203-210cm wide.”
On Receiving Product:
“Look what arrived tonight!!! I’ll send a better pic in the morning with nice light and bed made. Kids had already messed the bed up when it arrived around 7pm. Absolutely stunning. Love love love!!! Thank you!!”
Final Feedback:
“It is so perfect, thank you once again xx”
Elise - Return Customer (November 2025)
Inquiry:
“Hi! I have purchased a pillow a few years ago and we are still loving it. Would you sell a cover only as I would like to change the one I have now :)”
On Hearing About Baby:
“Hi Emily! How exciting! Congratulations on your baby! I’ll wait until you’ve reopened to order. I’m after a stone french seam edge linen cover in the king size. Enjoy those precious moments :)”
Cherle-Lynn McConnell - Repeat Customer (March 2025)
New Product Suggestion:
“Do you or would you make a bed valance/skirt? Would love a white linen one to match my bedhead cushion. Love your bed head cushions!”
Endorsement:
“Recommend Arlem to everyone. We now have 2.”
Morgan Kilpatrick - Quality Issue Resolution (October 2024)
Issue Reported:
“I just wanted to let you know that I have one of your beautiful bed head cushions but unfortunately the zip has broken after only 2 washes. I’m happy to get it fixed but I just wanted to give you the feedback in case you were hearing of issues from other people with the zips.”
After Resolution:
“Honestly it’s not a problem, I absolutely love the cushion so I was happy to fix it, just wanted to let you know. My mum owns her own small business (kids clothing) so I know these things just happen sometimes.”
Lynette Korn - Detailed Product Questions (February 2025)
“Is it quite firm because I prefer the insert to be quite firm so that it supports you more when lying against it and lessens the need for 'fluffing up' all the time and 2. is there a join seam. Would rather no seam visible on the front and back assuming the pillow is totally reversible.”
wethree123 (Janine) - Colour Consultation (August-September 2024)
“Why I have yet to purchase is due to the fact I have a natural linen bed head which my dog can lean against and her coat has marked and not been successful at removing… do you have any plans of widening your colour choices?”
After seeing comparison:
“The two colours together really helps… stone it is. thank you.”
Document prepared for Arlem The Label relaunch strategy Last updated: January 4, 2026