5.11 is a world-leading maker of purpose-built technical apparel, footwear and gear. With a diverse range of core personas-from first responders to recreational enthusiasts-5.11's personalization and segmentation strategies need to be powered by real customer insights. Using Lexer's tools and guidance to launch a post-purchase survey campaign, the team at 5.11 learned more about what makes their customers tick while driving additional sales and lifetime value growth.