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Beauty Attitudes and Beliefs in the US, UK and China
Buzzback Market Research, March 2011, Pages: 40
BuzzBack completed this study in order to explore women’s practical and emotional relationships with beauty and beauty products, including color cosmetics, skin care, and hair care products. The goal was to understand category usage for these products, but also to uncover the bedrock emotional perceptions and attitudes of women towards their personal appearance and self-image, and how these might influence their choice of beauty products.
Using BuzzBack’s proprietary eCollage™ tool, new insights related to appearance, beauty and – most importantly - personal emotions associated with how women approach their beauty regimes, put themselves together day-to-day, and present an image to the world were identified. BuzzBack’s eCollage™ allows respondents to create an online collage that expresses how they feel about a particular topic – in this case, their personal appearance. This patent-pending technology yields richer and deeper insights than those uncovered through standard online probing techniques.
The study also made use of Language and Behaviour (LAB) profiling, a linguistic technique used to identify frequently occurring language patterns in verbatim text. It was used in this study in conjunction with The Best Organisation. The technique is derived from the field of NLP (Neuro Linguistic Programming) and uses the language patterns in the profile to reveal how consumers think and behave in a specific context.
The study, fielded 5/13 – 5/20/10, includes n=1010 women in the US sample, aged 25-64, with a sample representative of US census on age, gender and ethnicity. A smaller sample of female UK respondents (n=510) and Chinese respondents (n=517) were also recruited and included in the study. (N.B. Chinese respondents were largely recruited from Tier 1 and Tier 2 cities.) A similar study, fielded 11/14 – 11/29/05, with a sample size of n=1059 in the US, is also used in places as a comparison.
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