In the final part of this 3 part Case Study using online qualitative platform MRQual we looked at how our participants responded to new products. We presented them with Argan / Moroccan hair oil. Interestingly they responded well but were naturally cautious of oils because of associations of greasiness

1. Haircare Part 3
A case study using online
qualitative platform MRQual

2. Methodology
Online qualitative: 3 day bulletin board
May 2012
N=22
All mums aged between 30-45
£20 incentive

3. Hair insights
• Even though skincare products & usage changed
since childbirth, our mums always do the hair
essentials – freshly washed hair being a simple way
to show the world you are ready to face the day
• Small amount of loyalty but amongst a pool of brands
with many opting simply for what is on offer within
that pool
• Mums often feel distressed by their hair unless it has
just been cut or recently styled
• Haircuts are a treasured luxury for our mums, one
that they make time for
• Themes of luxury & pampering running through the
discussion
• Price promotion is an integral part of this category –
whether shampoo, conditioner, styling or colourants

4. We proposed a new product to our mums to
gauge reactions and see how they evaluated
new products in general.

Very few had heard
of “Argan Oil” or
“Moroccan Oil”


5. Initial reactions
I've never heard of this
before. It may work, it may
not. I tend to stick to
products that I know work No I have never heard of
with my hair this before. Sounds like a
They are more expensive than
miracle treatment.
other brands though so this
has put me off purchasing
them. It does seem to have lots
Not heard of it before. It of benefits which are great if
sounds good and easy to you want to improve the Never heard of it
use. Would give it a try but condition of your hair. before. Sounds good
have a feeling it may be in theory.
rather expensive!
I've never heard of it
Never heard of it. It sounds before. It sounds wonderful
great but as we discussed and even though I am
Think I might have heard yesterday I am not a big happy with my hair it's
of this- but not sure where. believer in claims made! always nice to give it a
It might be similar to the treat.
Morrocanoil
Not heard about this
before. I tend to steer clear Sounds like a great natural
haven't heard of it before of oils, as my hair gets product that's a multi-
Looks like it has loads of greasy quickly. The tasker too. Interesting
benefits and am definitely application looks a bit of a
interested. nightmare

6. Barriers to purchase
8 mentions that putting
oil onto your hair would
make them worry about
making hair greasy –
enough to put them off
purchasing

5 mentions of the
perceived time involved
with application would
prevent people using it
££££
4 mentions that the ps
thought it could be
expensive (in the region
of £15)

7. how convince to try it
Being given a sample
Endorsed product
claims
Celebrity
Recommendation
from a friend
Research behind the
product
Well known brand

8. …if you want any more info then
please contact:
camillavickerage@internetmr.com
richardclark@internetmr.com
01488 686050
@mrqual