In this article we will look at recent research that gets to the heart of consumer truth to help drive focused, effective innovation that reflects what people really want from their personal care products.
Product development and marketing has always relied on consumer insight. However, in the digital economy, consumer sentiment can take a sudden turn that leads to lasting changes in demands and expectations. It has never been more important for personal care brands to keep up with what people want, then react intelligently, efficiently and effectively.
To get a handle on this dynamic landscape, we recently conducted quantitative and qualitative research with more than 2,000 British adults. Our aim was to drill down into the essence of what today’s consumers want from personal care brands. And some of the answers were surprising.
For instance, we anticipated that environmental sustainability would be on people’s radar. But our survey saw