haircarecasestudy

8/11/2019 haircarecasestudy

1/22

A case study using onlineA case study using online

qualitative platformqualitative platform MRMRQualQual


2/22

Methodology

Online qualitative: 3 day bulletin board

May 2012N=22

All mums aged between 30-45

20 incentive


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Hair insights Even though skincare products & usage changed

since childbirth, our mums always do the hairessentials freshly washed hair being a simple wayto show the world you are ready to face the day

Small amount of loyalty but amongst a pool of brandswith many opting simply for what is on offer within

Mums often feel distressed by their hair unless it hasjust been cut or recently styled

Haircuts are a treasured luxury for our mums, one

that they make time for Themes of luxury & pampering running through the

discussion

Price promotion is an integral part of this category

whether shampoo, conditioner, styling or colourants


4/22

We asked people to describe

their hair in 3 words

Boring, Mousey,

Needs-a-good-cut

Straight, fine,

bottle-blonde

Blonde, long,

thick

Highlighted, long,fairly-good-

condition

Brilliant brunette

(not!)

Big, dark and

outta-control!

Long, brown,straight

Highlighted, dry,

uncontrolled

Unpredictable,mousy, frizzy


5/22

Overall our mums have v. different feelings

about their hair but all want a maintenancefree style

likes dislikes

easy to manage

really, really thick

post-baby

easy as its straight

Loses shape after

styling

Generally

finer

Generally

thicker

grey ng

blow-drying

grows quickly so cancover up any dodgy

hair-restyles

half way between

curly & straight

shiny

good condition

spending money on

high-lighting

post-baby turned it

curly & thick

getting it dyed

flexible long

ave o ow ry or

tie it back

Used to be v. fine but

thicker since post-

baby


6/22

Hair factsThickness

Fine 8Medium 6

Thick 7

Type

Oily 4Medium 13

Dry 3

Condition

Good 14

Ok 7Bad 0

Length

Short 2

Medium 9Long 8

Out of n=22


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Celebrity Hair Idols

*These are the actual images the participants linked to when asked Who is your celebrity hair idol?

Jennifer Aniston5 mentions

Kate Middleton4 mentions

Cheryl Cole3 mentions

Gwyneth Paltrow2 mentions

Claudia Schiffer

1 mention

Zooey Deschanel

1 mention

Alexa Chung

1 mention

Dawn French

1 mention

January Jones

1 mention

Rachel Bilson2 mentions

Daisy Lowe

1 mention


8/22

Why did people choose their

Celebrity hair idol?

Numerous mentions of natural,

healthy looking, luxurious hair

Bein able to do an thin with it

People tended to favour their own natural

colour type e.g. brunettes favouring

brunettes and blondes favouringblondes


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Has your hair changed since

having kids?

7 12

ThickerThinner

Greyer

Baby hair


10/22

Hair care routine thermo-map

daily 2 days 3 days more

wash

wash & condition

wash, condition &

style

wash & style

*Darker the colour the more mentions


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Brands used*

*Size of text reflects number of mentions


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Why brands used?

High prevalence of switching behaviour

due to price promotion nature of

Little brand loyalty other than to

specialists (H&S, Aveda)I tend to be brand

disloyal as i feelchanging the brand is

good for my hair. It also

depends on promotions

in store.

usually try out a

different shampoo and

conditioner every

time I buy a new one.


13/22

To dye or not to dye?

yes


14/22

Attitudes to Colourants

I swear by Nice'n'Easy. It's

usually on offer, has great

grey coverage and looks

natural.

I dye my hair dark brown,

due to the increasing

number of grey hairs(brought on by parenthood,

I'm sure)!

if I had the time I'd love to

be blonder.....bit scared to

start as I think you have to

keep on doing it every few

weeks and I darent commit

to that!!!

I get highlights every 3

months - I wait until the

point of desperate due to

the cost. I have boringmousey brown hair so I

think it looks dull if I don't

put highlights in


15/22

Cost of salon colourants puts some off, whilst

others prefer a more professional resultI have it done at a salon

about every 4 months. Saves

making a mess at home!

These days times is of the essence and

it is a lot easier to just do it at home. If I

get it done at the salon I will get

highlights (blondey, reddish & darkbrown all over). At home somewhere in

the brown range but it is not

necessarily the same colour every time.[dyed it]a few weeks back with John

Frieda Foam 6G. It was good and easy to

use home dye from boots think it is

Clairol to cover grey. BC [Before

Children] used to go to salon.....sighs......I have my hair highlighted at

a salon, I wouldn't trust

myself to have a go at home.

It is also a really nice bit of

me time!

app y. en was ee ng r c er use

to get highlights in a salon but not now...maybe when I'm back at work

Initially got it done at a salon but have

started using john freida dye as it's just

as good and a hell of a lot cheaper.


16/22

Battle of the Bottles:Fairly even split of

those opting forbrunette and those


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A cut above

Periods between haircutscan vary anywhere

between 6 weeks and 2

years! Averaging around

-

50/50 split between salon vsgetting a mobile hairdresser

(mainly for convenience

once had children)

Feel like a million dollars

once had hair cutA luxury that even our

busy mums make time

for


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We proposed a new product to our mums to

gauge reactions and see how they evaluatednew products in general.

Very few had heard

of Argan Oil orMoroccan Oil


19/22


20/22

Barriers to purchase8 mentions that puttingoil onto your hair would

make them worry about

making hair greasy

enough to put them offpurchasing

5 mentions of the

perceived time involvedwith application would

prevent people using it

4 mentions that the ps

thought it could be

expensive (in the region

of 15)


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how convince to try itBeing given a sample

Endorsed product

claims

Recommendationfrom a friend

Research behind the

product

Well known brand


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if you want any more info thenif you want any more info then

please contact:please contact:

[email protected]@internetmr.com

01488 686050

@mrqual

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