Recent work - Consumer Profiling
Date Published: 25-01-2010
Qualitative Research: Consumer Profiling: ‘Katie, Kate or Kathryn?’
The brief
A leading household product manufacturer wanted to get a clear picture of exactly what their target consumer for a new soap product ‘looked like’. Quantitative research had already been conducted and whilst this research was highly informative the client still needed to get a better view of what made the target consumers tick and how their views as parents coloured their purchasing behaviour.
A leading household product manufacturer wanted to get a clear picture of exactly what their target consumer for a new soap product ‘looked like’. Quantitative research had already been conducted and whilst this research was highly informative the client still needed to get a better view of what made the target consumers tick and how their views as parents coloured their purchasing behaviour.
Mimosa’s approach
Mimosa conducted a series of pre-recruited depth interviews in respondents’ homes. As well as observing the consumers in their own environment and their interaction with their children, Mimosa explored how each respondent felt about herself, her role as a mum, her children and her household’s purchasing habits.
Mimosa conducted a series of pre-recruited depth interviews in respondents’ homes. As well as observing the consumers in their own environment and their interaction with their children, Mimosa explored how each respondent felt about herself, her role as a mum, her children and her household’s purchasing habits.
The findings
Mimosa revealed the two core consumer types to the client, bringing these consumers to life for the client by producing detailed pen portraits that illustrated what set these consumers apart from others. By looking at the various facets of these consumers and what motivated them Mimosa could then make recommendations as to how to target these consumers and communicate with them successfully.
Mimosa revealed the two core consumer types to the client, bringing these consumers to life for the client by producing detailed pen portraits that illustrated what set these consumers apart from others. By looking at the various facets of these consumers and what motivated them Mimosa could then make recommendations as to how to target these consumers and communicate with them successfully.
