Beauty Brand Extension Research
Timeline: February 2023- 5 Weeks
My Role: Market Researcher, Interview Moderator, Data Analyst
Methods: Qualitative digital interviews
Tools: Dscout, Condens
*Due to NDA, this description includes adapted content. Process description reflects the original work but client details and branded terms have been altered.
Objectives
Process
Build a comprehensive understanding of the guest’s perspective on the brand offering additional services at their locations.
Determine the services customers may be most interested in, perceptions and attitudes towards these offerings and opportunities to ensure they are offered in a way that aligns with their needs.
Methodology
Moderated digital in-depth interviews
LOI: 1 hour
Audience:
n=14, U.S Residents age 18-60, aim for representation from each age group.
Quotas:
n=12 women n=2 men
n=5 current customers: currently purchasing services within the last year.
n=4 lapsed customers: customers who have purchased services from the client, but not in the last year, familiar with the client.
n=5 non-customers: personal services customers who have never been to client but would consider them.
Missing Information
Which services are good fits, medium fits or bad fits:
Brow services, lash services, facials, botox, nails, laser hair removal or sugaring.
What is the emotional backstory behind receiving particular personal services, if anything? What are the fears, expectations and hopes of customers?
1.Explore beauty, wellness and health trends in the USA to gain insight into the industry.
2. Review client insights for existing services and past customer research.
3. Design research and create a screener to recruit best-suited participants and draft a moderation guide.
4. Recruit participants and conduct interviews.
5. Semantic and thematic analysis of transcripts.
6. Apply and present findings to client and internal stakeholders.
Impact
Key matrix labels emerged that differentiate potential beauty and wellness services into broad themes.
Key themes were uncovered around services that may align well with the client versus services that do not fit.
Client included qual learnings into quantitative study to move forward with brand extension.
The client extended their brand offerings to include key recommendations found in research.
