EP 173 | Understanding Your Interior Design Clients on a Deeper Level with Julia Feldmeier

June 1, 2020

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How do interior designers move beyond surface-level conversations to truly understand their clients?

In this episode, Kimberley Seldon is joined by Julia Feldmeier to discuss the importance of uncovering a client’s authentic lifestyle, emotional connection to home, and personal style — beyond what they think they should like.

In today’s world of social media inspiration and curated online aesthetics, many clients struggle to articulate what genuinely reflects their personality and needs. Julia explains why observation, empathy, and thoughtful questioning help interior designers create more meaningful, personalized spaces and stronger client relationships.

In this episode, we learn:
• Why uncovering a client’s authentic personality requires intentional effort
• How observing clients in their home environment reveals valuable design insights
• Why clients often give answers they think designers want to hear
• How emotions influence design decisions and client satisfaction
• Why understanding how clients want to feel leads to more successful interiors
• How deeper client discovery creates stronger trust and better project outcomes
• Why personalized design experiences help interior designers stand out and create lasting impact

 

Design Intervention

Powers of observation are unbeatable. The more you can observe clients in their natural habitat, the better insights you will have.

 

A former Washington Post journalist, Julia Feldmeier has spent nearly two decades studying consumer behavior to help brands figure out what consumers actually do (not simply what they say they do), what motivates them, and how to meaningfully connect with them. Her breakthrough insights have shaped product, design and marketing strategy for clients including Capital One, MasterCard, Ford Motor Company, Land Rover, Starwood, and more.

Julia’s work has been published in the Washington Post, Seattle Times, Fast Company, Forbes, and Harvard Business Review, and featured on the global stage, including the Cannes International Festival of Creativity and World Economic Forum.

www.linkedin.com/in/juliafeldmeier

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Legal Disclosure | This podcast is for educational purposes only and provides general business advice for interior designers and design professionals. It is not intended as individual legal, accounting, or professional guidance. Kimberley Seldon and Business of Design® make no guarantees regarding accuracy and are not liable for how information is used. Strategies shared may not apply to every situation—listeners should seek qualified legal, financial, or professional advice before making business decisions. References and resources mentioned may change over time.

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