With a an increasingly competitive marketplace, and sales on the decline, comfort-footwear brands such as Ecco and Birkenstock are stepping up market research efforts to learn more about current customers and find ways to entice prospective ones.

The launch of the research studies couldn't be more timely. Given the recent downtrends in consumer buying, the companies are seeking market opportunities for their footwear products, and are studying each other to see what is working and what isn't.

With help from marketing and research firms like Converge Marketing and The Brand Consultancy, interviews and focus groups are being conducted with various consumers to learn why they choose their preferred brand over competing brands. In addition, the firms have sought feedback on everything from marketing campaigns to in-store graphics-in addition to questions about specific shoe fashions. The efforts are all designed to get to know the customer better and earn their loyalty.