Understanding Customer Experience for a Leading Cosmetic Brand A Qualitative Analysis

In a constantly evolving beauty and skincare industry, understanding consumers’ experiences is vital to companies looking to develop a competitive advantage. As consumers trends are continuously changing, companies must stay in tune with their customers’ needs and wants. To understand this concept, Team MarketGenics hosted a comprehensive qualitative research study focusing on the popular name brand cosmetic company. This blog outlines our research experience and findings, offering a deep dive into the brand’s consumers’ values, standards for quality, and perceptions toward their offerings.

Objectives: Learning about consumers’ interactions with Beauty Products.

The primary goal of our qualitative study was to gain an understanding of how consumers engage with the brand’s extensive product range (i.e., skincare, haircare, bath and body, and fragrance). We wanted to explore the functional interactions with these product types as well as the emotional and perceptual experiences that accompany them.

Target Audience

To accomplish this goal, we needed to connect with users of the brand’s sub-brand across three strategic locations: Delhi, Noida, and Gurugram. We explored females aged 18 to 55 years in a broader frame of reference to provide for a greater audience reach. With 24 respondents from three locations, we attempted to gather more evidence on both the target demographic, and its diversity of exploring consumers’ engagement with the brand’s product range.

Sucess Story

With precision and quickness we met the client’s specifications and completed the assignment without delay. Every respondent’s comment was documented, which is significant in understanding how they perceived the brand’s offerings. We were involved in each step of the research process: recruiting respondents, questionnaire design, moderating, transcribing, and producing the final market research report. The seamless coordination and dedication of our team ensured that the project was completed on time and to the highest quality.  

Findings: Detailed Analysis and Strategic Recommendations

Our team of experts conducted a complete mapping of the competitive landscape, with an in-depth analysis of the findings from the respondents. This examination included gauging consumer sentiment towards the brand's products and perceptions related to product quality and positioning against competitors. The results were compiled into a thorough report, which included actionable recommendations to enhance brand visibility in the market and increase client happiness. 

Conclusion

In conclusion, our qualitative assessment of the world behind this established beauty brand has produced essentials for strategic planning and informed decision-making. Brands who construct a well-rounded perspective of consumer experiences, feelings, and market dynamics will be able to effectively navigate the competitive landscape of the beauty sector. This not only sets the stage for long-term success, but also fosters consumer loyalty. 

At MarketGenics, we understand that knowing your consumer is critical for driving growth and innovation. We help brands connect with their audience, refine their offerings and accomplish their business goals through research and analysis.