after-shave cosmetics manufacturer
young men starting the adventure with this category of products
creating a target group profile
Problem to solve:
necessity to conduct large-scale research on a representative group of customers: time consuming and expensive…
It’s the thoroughness that matters not the size!
a careful selection of 100 participants who exactly matched the target group considering all important characteristics. Instead of a classic interview, we used an online diary that participants could access and fill out via their laptops or smartphones. For 10 days we conducted a thorough observation not only of their use of cosmetics but also of their emotional perception of cosmetics, their mood, media consumption, social life etc.
Valuable conclusions and surprising insights - quicker and cheaper.