Understanding Ethnic Hair Care Shoppers

Key Business Question

An ethnic hair care brand desired a deeper understanding of their female shoppers in order to guide future product development and advertising plans.

Our Approach

We designed three focus groups and a series of in-store interviews to accomplish the research objectives.

Insights Uncovered

The research pointed to an opportunity for the brand to develop a more thorough understanding of the ethnic hair care product purchase through a market segmentation and A&U study.

Opportunities were identified to educate and promote their brand to women of African descent who are going natural.

Near term opportunities to grow the brand were identified through increasing distribution.