Ethnographic interviews with consumers of luxury cosmetics
Industry
Premium cosmetics
Geographical coverage
Poland
Client type
Market research agency
Delivery time
2 weeks
Client's need
One of the leading manufacturers of premium cosmetics asked us for assistance in a research and training project. The training was directed at the company’s employees and aimed to help them better understand their customers through face-to-face contact.
Our deliverables
For the purposes of the survey we recruited women who buy premium cosmetics and are familiar with at least several brands from this segment. The interviews with the respondents were carried out in their homes. They also involved ethnographic elements, i.e. observing respondents in their natural surroundings, and looking into places where they store and use cosmetics, such as bathroom, bedroom or their handbags. This allowed limiting the influence of the interviewer on the respondents, obtain in-depth information about their shopping habits, discover more about the context of purchasing and using premium cosmetics, and the place of such products in the customers’ lives.
Value for the client
The company employees who participated in the project had a chance to meet the consumers of their products in person and learn about their world: their views on beauty care and cosmetics, motivation for buying cosmetics, perception of brands in relation to one another. After the visit at the customer’s houses all the trainees took part in a workshop in which they discussed their impressions from the interviews and the ways the collected data can be used in developing marketing and sales strategies for our client’s brand. The participants rated the interviews with customers as a valuable and refreshing experience.
