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Haircare case study part 3 using online qualitative platform  MRQual
Haircare case study part 3 using online qualitative platform  MRQual
Haircare case study part 3 using online qualitative platform  MRQual
Haircare case study part 3 using online qualitative platform  MRQual
Haircare case study part 3 using online qualitative platform  MRQual
Haircare case study part 3 using online qualitative platform  MRQual
Haircare case study part 3 using online qualitative platform  MRQual
Haircare case study part 3 using online qualitative platform  MRQual
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Haircare case study part 3 using online qualitative platform MRQual

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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. …

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

Published in: Lifestyle, Business
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  • 1. Haircare Part 3 A case study using onlinequalitative 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 togauge reactions and see how they evaluated new products in general. Very few had heard of “Argan Oil” or “Moroccan Oil”
  • 5. Initial reactionsIve never heard of thisbefore. It may work, it maynot. I tend to stick toproducts that I know work No I have never heard ofwith 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! Ive 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 its 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 havent heard of it before of oils, as my hair gets product thats 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 itBeing 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

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