Harnessing the power of a Consumer Community

Challenge

A leading razor manufacturer had recently launched a novel, heated razor for men. We wanted to understand the interest in the product amongst potential consumers and what type of shaving experience they envisaged.

Solution

An online survey amongst the male members of our SAM's Consumer Community. Respondents watched the concept video and answered questions about what sort of shave experience they imagined the new razor would provide and their interest and likelihood to buy.

Outcome

Results were available within 24 hours (response rate 15%).

Response to the concept was positive: 78% of the men intended to purchase the product. They believed the razor would glide over their skin giving a close, comfortable experience reminiscent of a hot towel shave. Concerns were raised about heightened sensitivity in some areas.