Health and Beauty Market Research

Brand loyalty amongst mid-market ranges is changeable… many factors influence choices, that depend on mood and desire as well as product visibility and promise. And whilst some consumers remain fans of a trusted brand for years, their needs evolve – the young woman choosing an eyeliner to make herself look grown-up and sophisticated might one day be seeking an anti-aging moisturiser to achieve quite an opposite effect.

Are you more concerned about your skin’s fine lines, the environmental provenance of the ingredients, how a product smells, a good promotional price or whether the packaging looks luxurious? The influencing factors will surely vary depending on whether you are selecting a fine fragrance or a stick of antiperspirant, but careful screening of respondents can focus in on exactly what reasons and intentions are behind the use of a product.

Saros has extensive experience in selecting and validating respondent recruitment based on choices in this volatile markets, as well as identifying participants who will be specially engaged and effective contributors in your fieldwork. When product variants are so precisely segmented you not only need absolute accuracy in recruitment, you need enthusiasm as well, and people who can form and express opinions.

You also need a recruitment partner who understands what makes for a negative experience in skincare and beauty research – people who use products simply for hygiene reasons, with extreme political views or cynicism/denial about the factors influencing their choices. We have carefully-developed banks of questions we can apply to weed out the wreckers who can bring down the group dynamic.

Our online pre-screening is highly effective in getting round any embarrassment factors as well, meaning we can successfully recruit for intimate care, contraceptive or dietary products as well.

Whatever your requirements for skincare, haircare, bodycare, male grooming, fragrance or cosmetics recruitment, Saros is your perfect partner.