Beauty and Personal Care
Perceptions of premium makeup consumers across brands with different positionings
Every project we run is covered by confidentiality agreements. That is why this page describes the method, scope and deliverables, but does not identify the client, brand, product or date.
Challenge
A company in the beauty segment needed to understand the perceptions of premium makeup consumers, covering women of different ages with both online and offline purchase habits.
The challenge was reaching consumers with real purchase experience across a broad universe of brands, including names with different positionings, from premium and niche brands to organic and professional ones.
Beyond ensuring adherence to the defined consumer profile, the study required conducting in-depth interviews remotely, making it possible to explore perceptions, experiences and consumption habits in detail.
Methodology applied
- Recruitment of 10 premium makeup consumers in Brazil
- Selection of women aged 20 to 55 who buy makeup online and offline
- Recruitment based on a predefined list of premium, niche, organic and professional brands
- In-depth interviews (IDIs) conducted online
- Interviews lasting 45 to 60 minutes
- Preparation and application of a recruitment screener and a discussion guide
- Full management of setup, translation of materials, recruitment, incentives and moderation
- Simultaneous interpretation into English in three sessions
- Client observation of the sessions through a Zoom link
- Delivery of a Top Line report within one week after the sessions