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