Category Evaluation Study for a Leading Skincare Brand by MarketGenics

In today’s competitive beauty industry, consumer insights are essential for understanding brand perception and shaping future product strategies. A leading skincare brand recently partnered with MarketGenics to conduct a Category Evaluation Study to gain a deeper understanding of consumer perceptions of their brand, the key market forces shaping the beauty industry, and the evolving patterns of consumer behavior. This research aimed to analyze consumer perception, preferences, and the brand’s standing in a highly competitive market.

Study Overview

The study was conducted in two major cities, Delhi NCR (Tier 1) and Agra (Tier 2), to capture a diverse range of consumer opinions. MarketGenics organized ten Focus Group Discussions (FGDs), with five FGDs held in each city. The groups consisted of a mix of product users and non-users, ensuring comprehensive insights. The participants included housewives, students, and working professionals, offering perspectives from different walks of life.

Key Objectives of the Study

The primary goal of this study was to understand the overall perception of the brand among consumers. Key objectives included:

• Assessing the brand’s perception based on consumer feedback.
• Identifying the driving forces behind consumer behavior in the skincare market.
• Understanding media consumption patterns, such as preference for TV or OTT platforms.
• Analyzing the social media platforms most used by the target audience.
• Pinpointing the brand discovery channels, whether online or offline, and specific touchpoints that influenced purchasing decisions.

Methodology: Focus Group Discussions

The 10 FGDs conducted in Delhi and Agra provided qualitative insights from 100 respondents. Each group comprised 10 participants, with a balanced representation of different demographic segments.

The FGDs were designed to foster open discussions on several key aspects of skincare routine, skincare products of different brands, including the brand’s products:

1. Skincare routine: To gauge their living style and how they take care of their skin, what products they use.
2. Spontaneous Reaction to Products: Participants shared their first impressions of the brand’s products, giving honest feedback on their initial thoughts. Also shared inputs on the products that they regularly use.
3. Overall Likeability and Appeal: This segment gauged the overall appeal of the products, including packaging, brand messaging, and its alignment with consumer preferences.
4. Preference and Relevance: Respondents were asked about their product preferences and how relevant/irrelevant they found the brand in their personal skincare routines.
5. Social media habits: The FGDs also aimed to find the social media habits of the respondents. 
6. Willingness to Purchase: The discussions also aimed to assess how willing consumers were to choose the brand over competitors.
7. Future Expectations: Finally, the participants were asked what improvements or innovations they would like to see in future product lines.

Key Insights Gathered

1. Brand Perception: The study revealed that the brand is well-regarded among existing users for its commitment to natural and eco-conscious products. Non-users, on the other hand, had neutral or slightly positive perceptions but needed stronger brand messaging to convert them into loyal customers.

2. Driving Forces in Consumer Behavior: Price sensitivity, product efficacy, and ingredient transparency were key factors influencing purchasing decisions. Many respondents highlighted the importance of natural and herbal ingredients in their skincare choices, indicating a growing trend towards clean beauty products.

3. Media Consumption: The study revealed a balanced media consumption pattern among the respondents, with a slight tilt towards OTT platforms among the younger audience. Housewives and working professionals, however, remained more inclined to traditional TV viewing.

4. Social Media Usage: Instagram and YouTube emerged as the most popular social media platforms for beauty-related content. Many participants stated that they discovered new beauty brands and trends via influencers and beauty tutorials on these platforms.

5. Brand Discovery: The brand’s discovery primarily occurred through a mix of online and offline channels. Many respondents mentioned seeing the brand on e-commerce platforms or learning about it through word-of-mouth from friends and family. But they also mentioned that the brand needs more more marketing and promotional efforts to be known to a wider audience.

Conclusion and Way Forward

The Category Evaluation Study provided MarketGenics’ client with valuable insights into their brand’s market position, highlighting strengths in product formulation and areas for improvement in brand visibility among non-users. The feedback on social media engagement and product discovery channels will help the brand fine-tune its marketing strategies, ensuring it stays relevant and accessible to its target audience.

As a result of this research, the skincare brand has actionable insights to improve consumer engagement, drive brand preference, and cater to evolving consumer expectations. MarketGenics, with its expertise in consumer research, successfully delivered a comprehensive understanding of consumer preferences, enabling the brand to make informed decisions for future growth.

This study underscores MarketGenics’ ability to conduct deep, insightful research that helps brands navigate their competitive landscape and align their offerings with consumer desires. If you’re looking to uncover similar insights for your brand, reach out to MarketGenics today at [email protected]!