So how did your exploration go - anything interesting to share?
For this (and most design research), surveys and questionnaires are not the best way to go. Interactive meetings with customers could yield lots of ideas, especially if it’s done in a non-direct way. For example: instead of asking what colors they want, you could shadow them on shopping trips, watch what they buy (and try on), and make assumptions of what they like… there are lots of other ways even better than this
Here’s a chart which I think is accurate about how many ideas are produced by a rigid research vs. design research. With the former, you’ll only learn what is outlined in questionnaires, the later allows more flexibility
