Developing new facial moisturisers
The Sensory Dimensions Difference
By combining descriptive sensory profiling with quantitative research, we were able to help our client understand consumer segmentation in the facial skincare market and develop a prototype with universal appeal.
Our client was looking to develop a day and night cream for the facial skincare market. With the ability to develop a range of different skin-feel and texture properties, guidance was needed as to what would make a winning formula in a crowded market.
We selected an approach that measured the appeal of a range of branded products, plus a series of prototypes, to target consumers. Recognising that this was a highly segmented market it was important to use techniques that enabled us to identify this segmentation and understand what drives it.
What We Did
We selected a range of in-market competitors showing a variety of textural characteristics. We then ran in-home product testing amongst consumers selected to represent our target demographic to collect liking and other key measures for each cream.
In addition we used our trained sensory panels to evaluate the sensory characteristics of each cream using Descriptive Sensory Profiling which gave a defined picture of the textural characteristics of each.
Step 1: Mapping the samples in terms of consumer preference
Samples that sit close together are liked to a similar extent.
Step 2: Grouping consumers according to Liking
Consumers segment into 3 groups based on the creams that they like; most consumers like the products in Cluster 1.
Step 3: Understanding Consumer Segmentation using Descriptive Sensory Profiling
The creams exhibit more of the sensory attributes that are close to them on the map (right). Most consumers are looking for thin, soft creams that absorb quickly. Cluster 2 consumers dislike stickiness whereas those in Cluster 3 like a slightly more greasy, sticky feel.
Prototype 2 was a clear winner sitting in Cluster 1 and exhibiting the ideal characteristics for a day cream product.
Prototypes 1 and 4 were very similar and whilst they had strong appeal to Cluster 2 were less attractive to other consumers.
Prototype 3 had a more universal appeal and its sensory properties make it an ideal candidate for a night cream that would attract consumers from Clusters 1 and 3.