Diagnose

Our client, a cosmetics firm, wanted to undertake a Usage and Attitude study to understand consumer purchase habits and behaviours for beauty products.

 

Implement

The client was clear the approach to take and the data they required and hired us to leverage our local network and expertise. We provided assistance in the design on the questionnaires, recruited the criteria specific profiles and conducted the following using qualitative and quantitative methods: In-depth consumer interviews:

Two hour interviews to selected respondents to understand their daily routine using beauty products

Focus group discussions: Three hours group discussions with selected respondents understanding their preferences and opinions regarding beauty products and brands

Mass consumer survey: 800 consumers surveys across the main cities of the country, representative of the client customer base testing the hypotheses generate from the qualitative phase

Insights

The outputs included:

Detailed notes of each interview, transcripts, pictures, and recordings of interviews and focus groups

Full database and tabulated results by segments of mass consumer survey

Report for each phase, proving key insights of purchase habits and behaviours such as brand preference, frequency (usage and purchase), price sensitivity and product aesthetics amongst others.

A follow up project was assigned for additional countries as outputs provided client with a competitive advantage in the markets explored and built product strategy and launch accordingly.

 

How can we help you achieve your goals in Africa?

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