Enhancing New Product Development with Qualitative Ethnography

Challenge

To capture reaction to a completely novel hair care product, define usage, benefits and potential cannibalisation within the sector.

Solution

It was essential to capture how consumers used the product in their homes in real time. We ran a placement test amongst 64 consumers working as friendship pairs. Via video diaries respondents took part in Product Labs™, which allowed us to ask quantitative questions on scales as well as get qualitative insights. To complete the stories, we followed up with in depth face to face interviews.

Outcome

The product was excellent and delivered an unmet need. With our help, the client was able to improve the instructions for use and make minor formulation adjustments to make it even better.