The skin care industry is one of the fastest-changing consumer industries, which has products that are tested for effectiveness in the lab environment but also among consumers for an extended time. The buyers assess skin care products in terms of texture, scent, ease of use, absorption, effectiveness, and skin compatibility. Knowing the real information about consumer experience is crucial to realize product development.
MarketGenics teamed up with a well-known brand of skin care products to perform a thorough Home Placement Product Test, which allowed the customer to receive a true feedback of customers in natural conditions of product use. The research provided the company with valuable information which led to better products and more confidence of the company before launching them on a bigger scale.
Research challenge
The client wanted to know how consumers examined the new product in their daily life. In standard testing usually only initial impressions are collected, while use of skincare products requires long-term observation.
The main goals of the project were:
- To measure consumer satisfaction with the product
- To investigate its scent, texture, and absorption capacities
- To assess its ease of use
- To evaluate effectiveness during regular use of the product
- Find out where the product design could be improved
- Understand if there are differences in using a product for different demographic groups
What is the Importance of Home Placement Testing?
Home Placement Testing also referred to as In-Home Usage Testing or IHUT enables customers to use products as they would normally do in real-life situations. This technique captures genuine behavior and usage trends that may not be easily replicated in a lab environment.
For skincare companies, it provides deeper insights into:
- The performance of the product over time
- Consumer habits and usage pattern
- How often it is used
- Convenience of packaging
- Intent to purchase
This gives the brand the opportunity to make better choices based on facts and statistics before commercialization.
MarketGenics Research Methodology
Our research team developed a systematic way to evaluate the product based on the requirement of the client.
The project involved:
- Careful selection of participants
- The necessary placement of products among the participants
- Providing enough time for usage of the product
- Using questionnaire forms to get feedback
- Evaluation of the product
Throughout the entire project, everything was done in accordance with proper quality control procedures to get unbiased consumer feedback.
Main Parameters for Consumer Assessment
The respondents assessed the skincare product in many crucial aspects, such as:
- The product's texture and consistency
- How well people accepted the fragrance
- The easy application
- The skin feeling after using the product
- The level of moisturization
- The fact that there is no greasy effect
- Visible changes in the condition of their skin after applying
- How convenient the packaging is
- Overall satisfaction level
- The intention to buy
- The recommendation likelihood
Business Implications
The received data allowed the client to find feasible recommendations regarding the product optimization before the product enters the market.
The research allowed the brand to:
- Confirm the product efficiency in reality.
- Understand consumer expectations more thoroughly.
- Identify the advantages that can be used in marketing.
- Find out about minor improvement areas prior to the launch.
- Mitigate product launch risks.
- Develop greater trust from the consumers.
This multifaceted approach enabled the client to not only find out whether the consumers liked the product but also to know their reasons for liking it.
Reasons Why Brands Choose MarketGenics
MarketGenics believes that successful products stem from accurate consumer knowledge. Therefore, the home placement studies we conduct apply solid research methods along with useful business insight to help brands’ turn consumer opinion into action.
We can help you with:
- Home Placement Tests (IHUT)
- Central Location Tests (CLT)
- Product Tests
- Packaging Tests
- Concept Tests
- Brand Health Studies
- Consumer Usage and Attitude Studies
- Customer Satisfaction Studies
- Retail and Home Audits.
Having collaboration with an extensive network in the field, as well as the experience of specialised specialists and technology-related quality controls, we provide reliable information.
Conclusion
It is risky to launch a skincare product without knowledge of the real consumer experience. Home placement product testing allows finding out how the products really work with consumers in their natural environment.
Whether launching a new skincare formula or testing existing products, our company offers research solutions turning the manufacturers’ consumer insights into serious business solutions.
Need some validation of your next skincare idea? Get in touch with MarketGenics to arrange a standard home placement product test that provides useful analytical information.