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Kline Consumer Mindset Mapping: Attitude Tracking Service for Cosmetics and Toiletries Usage - Brochure

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Kline Consumer Mindset Mapping:
Attitude Tracking Service for Cosmetics and Toiletries Usage
1st Edition
Base year: 2013
Countries covered
China
United States
Consumer Mindset Mapping service is a series of mini-reports that probe the
changing attitudes and behaviors of men and women regarding beauty
products, services and practices. This tracking service will be issued in five
easy-to-digest reports and will analyze evolutions in attitudes January
through December 2013, in quarterly intervals, plus a summary.

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  • 1. Consumer ProductsIn-Depth Report Series Kline Consumer Mindset Mapping: Attitude Tracking Service for Cosmetics and Toiletries Usage 1st Edition Base year: 2013 Countries covered Consumer Mindset Mapping service is a series of mini-reports that probe the changing attitudes and behaviors of men and women regarding beauty China products, services and practices. This tracking service will be issued in five United States easy-to-digest reports and will analyze evolutions in attitudes January through December 2013, in quarterly intervals, plus a summary. This research will help marketers pinpoint what consumers value in cosmetics and toiletries products, as well as how influences and attitudes change regarding personal care. It allows marketers to “listen in on the thoughts” of consumers about their experiences with different products, through a unique methodology that allows insights into deep-seated perceptions and previously unarticulated motivations for behavior. This service will answer questions such as: How are people’s experiences influencing perceptions of beauty products and services? What are the subtle changes taking place in the attitudes of the consumer population? What influences people to start using a product for the first time, and what are the stated reasons versus the actual reasons? What products are people currently happily using that they are telling other people about? What consumer segments emerge from attitude mapping? www.KlineGroup.com Report #Y735 | © 2012 Kline & Company, Inc.
  • 2. Kline Consumer Mindset Mapping:Attitude Tracking Service for Cosmetics and Toiletries Usage Report Scope This tracking service is initially offered for two countries: China and the United States. It will survey a statistically proportionate population of men and women of different age groups in each country. In order to detect nuances of shifts in attitudes and pre-trend opportunities, there will be broad questions about attitudes and experiences relating to beauty practices. Key Benefits Clients will be able to understand what consumers value, and the all-important but frequently elusive “why.” The study being conducted in different countries will allow marketers to tailor marketing mixes by population in different regions of the countries studied. The analysis will compare and contrast key findings from one time period to another to help identify any key differences in time of year. Compared to other traditional consumer segmentation, this research acknowledges the crucial import of context. So while it is typical to group people into static categories, in reality the dynamic experiences, the shifting context of the multiple fluid networks that each of us operate in, that is constantly influencing our perceptions and behaviors. That is why it is a series of mini-reports based on frequent respondent-interpreted experiences with actual products, in narrative format and quantified by software. It will show clients some important differences between what people say they want, and what they actually value. www.KlineGroup.com Report #Y735 | © 2012 Kline & Company, Inc.
  • 3. Kline Consumer Mindset Mapping:Attitude Tracking Service for Cosmetics and Toiletries Usage Tentative report contents of each report in the subscription series: 1. Introduction This section will describe the format, scope, approach, and methodology of the report. 2. Consumer Analysis This section will describe the decision-making attributes that have emerged from the research and what are the key factors behind respondents’ purchase decisions. Influences on health and beauty habits Purchasing decision factors Respondent-interpreted perceptions of products used In addition to the above, the fourth and final report will have: Key Findings Based on the entire year’s research, the conclusions will present comparisons and contrasts for the previous months. It will also give lessons learned and actionable recommendations. Deliverables There are five reports in total with this subscription: four quarterly reports with consumer analysis and a fifth report at end giving key findings, conclusions, and recommendations. The reports will be heavy with graphics mapping the responses visible in the aggregate. Text will highlight some of the interesting findings, and the consumers’ narrative responses will illustrate the points. Deliverable Dates This program spans one year, with quarterly reports. Time period researched Deliverable date Jan. through March 2013 Q2 2013 April through June 2013 Q3 2013 July through September 2013 Q4 2013 October through December 2013 Q1 2014 Entire year–summary and conclusions Q2 2014 www.KlineGroup.com Report #Y735 | © 2012 Kline & Company, Inc.
  • 4. Kline Consumer Mindset Mapping:Attitude Tracking Service for Cosmetics and Toiletries Usage Methodology Kline & Company is unmatched in our ability to gather hard-to-get market and competitive intelligence with a degree of confidence. Kline’s market analysis approach places the principal emphasis on primary research techniques to ensure that the foundation of business intelligence and insight is accurate, current and reliable. Combining our market and competitive intelligence with the most advanced consumer insight research methodology available, Kline will be able to offer our clients a unique service, filling void in the market place. Kline’s extensive industry expertise in personal care products combined with the unique approach of Cognitive Edge will allow our clients a new understanding of consumer behavior. Building on a substantial investment in time and money to understand motivation, intent and other aspects of human behavior that lie below the surface, the Cognitive Edge methodology is based on cultural anthropology, cognitive science and complexity theory. It is now being applied to complex issues relating to understanding consumers. The use of emergent research, employing indirect questioning and gathering some of the responses in a narrative format, we are able to probe much deeper than with other, more common methods. The material gathered contains not only the respondents’ experiences, but also nuanced insights into their views, in the context of real experiences. The result is a statistical analysis of the patterns of the responses, which can be drilled down to examine the qualitative narrative underneath the narrative. Internet-based survey nationwide Sample: 400 per country, surveyed every three months over the period of one year For more information about this study or Klines other services, e-mail us at sales@klinegroup.com, visit our website at www.KlineGroup.com, or contact us at any of our regional offices listed below. North America Latin America Europe China India Japan +1-973-435-3407 +55-11-3079-0792 +32-2-770-4740 +86-21-5292-5353 +91-124-4546-100 +81-3-3242-6277 www.KlineGroup.com Report #Y735 | © 2012 Kline & Company, Inc.

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