Getting close to the Haircare Consumer

Ethnography and Qualitative Research for Product User Experience

The Challenge

To witness first-hand how a new hair removal product was used and perceived by consumers and define the benefits of the new product against existing.

The Solution

Product Labs™ in our Shower Booth facility allowed real time observation of consumers using both the new and existing products. Observation sessions were immediately followed by focus groups which clarified the pros and cons of both products and defined the potential benefits and shortfalls of the new. Telephone interviews a week later gave additional insight into hair re-growth rates and skin condition post-use.

The Outcome

Watching consumers using the products in a real but controlled context, maximised insight for the client. Being in our facility allowed the focus groups to take place straight after the products were used meaning that consumers did not forget anything and feedback on all aspects of their experience were captured.