Why Loop Earplugs' Best Marketing Strategy Isn’t Ads—It’s Listening

Earplugs might seem like a simple product, but Loop Earplugs is proving they can be so much more. From creating thoughtfully designed solutions to deeply understanding their customers, Loop is reshaping how people think about noise management.

We recently caught up with Emily Fonseca, a key member of Loop’s customer support and insights team, to learn how they’ve made customer feedback their secret weapon. Using KnoCommerce’s post-purchase surveys, Loop isn’t just gathering data—they’re turning it into meaningful change that drives smarter decisions across their business.

Whether it’s helping people sleep peacefully, enjoy live music, or manage noise sensitivity, Loop designs with care and purpose. But what truly sets them apart is how they’ve woven customer insights into every thread of their evolution.

Here’s how they’re doing it.

Unlocking insights without breaking the bank

When Emily joined Loop, KnoCommerce’s post-purchase surveys were already in place—but it quickly became clear why they were indispensable. Unlike larger customer research efforts, which can be costly and time-consuming, these surveys provide a fast, affordable, and highly targeted way to capture customer feedback.

“We use other survey tools for different purposes, but they can get expensive really quickly if you’re trying to do larger surveys with your customers. Post-purchase surveys, on the other hand, are super cost-effective and we can reach the exact audience we need.”

Loop initially implemented post-purchase surveys to fill a crucial gap in their customer awareness data—specifically, organic acquisition. While they could easily track performance from paid channels, understanding word-of-mouth referrals was far more challenging.

“Word of mouth is a big one that’s really hard to measure without asking a customer themselves how they actually heard about us.”

This insight alone has allowed Loop to track a key acquisition driver that would otherwise go unnoticed—giving them an opportunity to optimize their efforts and, over time, reduce customer acquisition costs.

How Loop uses post-purchase surveys across the business

Over time, Loop has expanded the role of post-purchase surveys far beyond tracking attribution. Today, they play a critical role in understanding customer behavior, refining marketing campaigns, and even shaping product development.

1. First-time vs. returning customers: understanding purchase behavior

Loop segments customers into first-time buyers and repeat purchasers, tailoring survey questions accordingly:

• First-time customers provide insights into brand awareness and initial purchase drivers
• Returning customers help Loop understand repeat purchase behavior and what keeps them coming back

“We split up our customer base because first-time and repeat customers have very different motivations. It helps us understand not just why they buy, but what they’re looking for in our products over time.”

2. Product launches & campaigns: measuring what works

Survey data also helps Loop evaluate which product features and messaging resonate most. A recent product launch provided a perfect example:

“When we launched the newest version of our earplugs, we wanted to understand how much of that repeat purchase behavior was driven by the improvements we made. We asked customers what specific features stood out to them and why they replaced their old earplugs.”

The answers validated Loop’s product decisions and provided clear direction for future improvements.

3. Paid performance marketing: crafting high-impact ads

Loop’s paid marketing team is constantly testing new ad creatives on platforms like Facebook and Instagram. Post-purchase surveys help them fine-tune messaging by revealing exactly why customers buy:

“Within our surveys, we collect information on use cases—the reasons people are purchasing our products. The paid team uses that data to refine messaging and find the best angles for ads.”

This data-driven approach ensures that Loop’s marketing resonates with the right audience—improving ad efficiency and driving higher engagement.

4. Spotting and fixing customer friction

A recent insight from their surveys revealed an unexpected issue:

“We saw a lot of customers purchasing a product for a use case that we don’t communicate at all on our website. That tipped us off—either we’re not describing this correctly, or people are misunderstanding it.”

The realization helped Loop adjust its product descriptions and recommendations to guide customers toward the right choices.

For example, some customers bought earplugs intended for casual use, expecting them to perform well in high-noise environments like gyms or concerts. Recognizing the misalignment, the team updated website content, quizzes, and product detail pages (PDPs) to ensure customers select the right product from the start.

5. Validating (or debunking) internal beliefs

For Emily and her team, one of the most valuable aspects of post-purchase surveys is that they replace guesswork with real customer insights.

“In every company, people hear something once and latch onto it. But with KnoCommerce, we get actual numbers from our customers. Instead of relying on assumptions, we can make data-driven decisions.”

Emily went on to share her enthusiasm with Kno, “It’s hard to imagine life without it,” she said.

Making insights accessible across the organization

The power of customer feedback extends beyond the marketing and product teams. Loop syncs survey data with Klaviyo and Snowflake, ensuring insights are readily available for teams across the company.

How KNO helps different teams:

• Product development → Improves product features based on real customer preferences
• Marketing and Ads → Refines messaging for more targeted and effective campaigns
• Customer experience → Reduces purchase friction by ensuring customers buy the right product

“Most departments don’t have direct access to our customers. If they have a question, they’d normally need to go through a long research process. Now, they can come to us, and within a week, we have data to guide their decisions.”

For example, if a department has a pressing question about customer behavior, they no longer have to wait for large-scale studies. Instead, the insights team can quickly deploy a survey and deliver actionable data within a week. Emily emphasized, “It helps teams take our customers’ perspective into their decisions without delays.”

The results 

Loop’s strategic use of post-purchase surveys has had a far-reaching impact, from validating product improvements to sharpening marketing messages. The ability to hear directly from customers and share those insights company-wide has helped Loop stay ahead of the curve in a competitive market.

By partnering with Kno, Loop isn’t just making earplugs—they’re building a brand that listens to its customers and grows stronger because of it. 

That’s the kind of innovation that resonates.

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