Beauty and Personal Care
Consumer perceptions of prestige 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 fragrance segment needed to understand the perceptions of women who buy fine fragrances and prestige perfumes in the Brazilian market.
The challenge was to reach a specific audience of women aged 18 to 34 who use prestige perfumes according to a brand list adapted to the Brazilian market. Recruitment also took into account how familiar participants were with the fragrance category, including not rejecting a specific brand.
Beyond capturing perceptions in depth, the study included a perfume testing stage during the groups, which required a field structure suited to the product experience and to client observation.
Methodology applied
- Recruitment of women aged 18 to 34 who buy prestige perfumes
- 2 in-person focus groups, with 5 main consumers and 1 backup per group
- Group interviews lasting 2 hours
- Groups conducted in São Paulo, with a mirror room for client observation
- Perfume testing during the sessions, using materials provided by the client
- Moderation, briefing and debriefing of the sessions
- Simultaneous interpretation and translation of the materials used in the research
- Recording of all sessions
- Full project management, including recruitment and incentives