Findings from our online qualitaive case study looking at how mums look after their hair, what brands they use and what celebrity hair they admire! We used our online qualitative platform MRQual to talk to the mums and generate conversation amongst themselves for some really rich insights!

1. Hair Care
A case study using online
qualitative platform MRQual
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 asked people to describe
their hair in 3 words…
Boring, Mousey, Straight, fine, Blonde, long,
Needs-a-good-cut bottle-blonde thick
Highlighted, long,
Unpredictable, Long, brown,
fairly-good-
mousy, frizzy straight
condition
Highlighted, dry, Brilliant brunette Big, dark and
uncontrolled (not!) outta-control!

5. Overall our mums have v. different feelings
about their hair but all want a maintenance
free style
Generally Generally
finer likes dislikes thicker
easy as it’s straight
Loses shape after really, really thick
easy to manage
styling post-baby
straightening greying have to blow dry or
grows quickly so can
cover up any dodgy tie it back
getting it dyed blow-drying
hair-restyles
Used to be v. fine but half way between
shiny
thicker since post- curly & straight
baby
good condition
post-baby turned it
flexible long spending money on curly & thick
high-lighting

6. Hair facts
Thickness Type
Fine 8 Oily 4
Medium 6 Medium 13
Thick 7 Dry 3
Condition Length
Good 14 Short 2
Ok 7 Medium 9
Bad 0 Long 8
Out of n=22

7. Celebrity Hair Idols
Jennifer Aniston Kate Middleton Cheryl Cole Rachel Bilson Gwyneth Paltrow
5 mentions 4 mentions 3 mentions 2 mentions 2 mentions
Daisy Lowe Alexa Chung Zooey Deschanel Claudia Schiffer Dawn French January Jones
1 mention 1 mention 1 mention 1 mention 1 mention 1 mention
*These are the actual images the participants linked to when asked “Who is your celebrity hair idol?”

8. Why did people choose their
Celebrity hair idol?
• Numerous mentions of natural,
healthy looking, luxurious hair
• Being able to do “anything with it”
• People tended to favour their own natural
colour type e.g. brunettes favouring
brunettes and blondes favouring
blondes

9. Has your hair changed since
having kids?
YES NO
7 12
Thicker
Thinner
Greyer
Baby hair

10. Hair care routine thermo-map
daily 2 days 3 days more
wash
wash & condition
wash, condition &
style
wash & style
*Darker the colour the more mentions

11. Brands used*
*Size of text reflects number of mentions

12. Why brands used?
• High prevalence of switching behaviour
due to price promotion nature of
category
• Little brand loyalty other than to
specialists (H&S, Aveda) I tend to be brand
disloyal as i feel
usually try out a changing the brand is
different shampoo and good for my hair. It also
depends on promotions
conditioner every
in store.
time I buy a new one.

13. To dye or not to dye?
no
yes

14. Attitudes to Colourants
I swear by Nice'n'Easy. It's I dye my hair dark brown,
usually on offer, has great due to the increasing
grey coverage and looks number of grey hairs
natural. (brought on by parenthood,
I'm sure)!
I get highlights every 3
if I had the time I'd love to
months - I wait until the
be blonder.....bit scared to
point of desperate due to
start as I think you have to
the cost. I have boring
keep on doing it every few
mousey brown hair so I
weeks and I darent commit
think it looks dull if I don't
to that!!!
put highlights in

15. Cost of salon colourants puts some off, whilst
others prefer a more professional result
I have it done at a salon These days times is of the essence and
about every 4 months. Saves it is a lot easier to just do it at home. If I
making a mess at home! get it done at the salon I will get
highlights (blondey, reddish & dark
brown all over). At home somewhere in
the brown range but it is not
[dyed it]a few weeks back with John
necessarily the same colour every time.
Frieda Foam 6G. It was good and easy to
apply. When I was feeling richer I used
to get highlights in a salon but not now...
maybe when I'm back at work
use home dye from boots think it is
Clairol to cover grey. BC [Before
Children] used to go to salon.....sighs......
I have my hair highlighted at
a salon, I wouldn't trust
myself to have a go at home.
It is also a really nice bit of Initially got it done at a salon but have
me time! started using john freida dye as it's just
as good and a hell of a lot cheaper.

16. Battle of the Bottles:
Fairly even split of
those opting for
brunette and those
for blonde

17. I used to go to a salon, but
since becoming friends with I dream of having my
a hair dresser I get her to do
it . I do miss the treat of
getting my hair done at the
A cut above… hair done. I used to
think of it as my right,
now it is a total luxury.
hairdressers
Periods between haircuts 50/50 split between salon vs
can vary anywhere getting a mobile hairdresser
between 6 weeks and 2 (mainly for convenience
years! Averaging around once had children)
3-6 months
Feel like a million dollars
once had hair cut
A luxury that even our
busy mums make time
for

18. 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”

19. I've never heard of this
before. It may work, it may
not. I tend to stick to
products that I know work
Initial reactions 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

20. 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)

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

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