From the course: Market Research: Qualitative
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Signature set of stories
- Last year, I was doing product research for a skincare company. One of the participants I interviewed, a woman named Marta, took me on a virtual tour of her bathroom, showing me all the products she was using in her skincare routine. Each night, this participant used no less than nine skincare products while getting ready for bed: cleanser, toner, moisturizer, vitamin E serum, eye cream. The list goes on. She didn't like having all of these products on her counter each night, but she couldn't find a good, unscented, all-in-one product that had the right combination of ingredients she believed her skin needed. I had made the recommendation for an all-in-one product to this company, but it didn't sink in until this story and the photos of all of those products were shown to the client. The goal of any research study is actionable results. Yet many teams struggle to convert their customer insights into real changes that…
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