In the current highly competitive hair care market, brands should always be innovating and adjusting to satisfy changing consumer tastes. One of our reputable clients in the Fast-Moving Consumer Goods (FMCG) industry has enlisted the help of MarketGenics to conduct a comprehensive research study to assess innovative new product concepts and test the existing lines in their hair care product range. The outcomes of the study will enable them to stay at the forefront of trends and maintain competitiveness. 

Research Scope and Methodology

The project was conducted over multiple centers across the country to ensure a representative array of consumers from various cohorts. The study consisted of two main research components fully described below. 

Concept Testing

MarketGenics facilitated a concept testing to understand interest in new product ideas from consumers. This phase was to understand the extent to which a potential product resonated with that cohort, in terms of product characteristics such as innovation, relevance, and perceived value. 

Product Testing 

The study involved evaluating blind tests of existing and prototype product lines. The product lines were tested by consumers on a variety of necessary metrics, including: smell, texture, performance and overall satisfaction. This form of testing provided a neutral and unbiased means of obtaining metrics from consumers, which, to the client, is essential for product reformulation.

Challenges and Solutions

Facilitating research across multiple sites came with its own set of logistical challenges regarding recruitment and coordinating the process. Fortunately, MarketGenics’ established regional network and experience conducting extensive studies meant the logistics were fairly seamless. Additionally, leveraging the study team’s familiarity with local nuances and cultural differences was vital in support of obtaining genuine feedback.

Impact on the Client’s Strategy

The outcomes of the study have allowed the client to:

• Refine its Product Offerings: Tweak product formulations to improve fit with what consumers expect.


• Enhance its Marketing Campaigns: Adjust messaging and position to reflect the attributes that resonate most with consumers.


• Drive Innovation: Create new products that better align with emerging consumer trends in the market.

Conclusion

In a constantly changing competitive landscape, it is crucial for brands to research the landscape, stay fresh, and be innovative. Our work with MarketGenics reinforces the importance of the data and insights that are led by consumers in shaping product strategies. These insights have allowed the client to continue to innovate within the space to provide premium hair care solutions to meet customers' ever-changing needs.