Beauty and Personal Care
Young men’s perceptions of premium price range fragrances
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 and personal care segment needed to understand the perceptions of young male fragrance users within a price range equivalent to that of a reference fragrance in the category.
The challenge was to hear from consumers with real experience using the category, exploring their perceptions in a qualitative discussion setting. This required recruiting men aged 25 to 45 who matched the profile defined for the study.
The research also had to be conducted remotely, bringing participants together in online discussion groups to explore their perceptions of the fragrance category in depth.
Methodology applied
- Recruitment of men aged 25 to 45 who use fragrances in the price range defined for the study
- 2 online focus groups
- Each group composed of 6 main participants and 2 backups
- Online discussions lasting 90 minutes
- Use of a recruitment screener and a structured discussion guide
- Moderation of the focus groups
- Full management of recruitment and fieldwork
- Translation of the materials used in the research
- Operation and management of the study in the Brazilian market