Get to the cream pots - half of men have an affinity for cosmetics
Qualitative Research via WhatsApp - Alexandra von Cukrowicz and Robin Spicer at Succeet21
First appearance at Qual360 in Berlin, the congress for qualitative market research: Katharina Hartwich (Head Joint Venture Brands at the cosmetics company Cosnova) and Alexandra von Cukrowicz (Head of Bonsai Lab) presented the innovative men's cosmetics study "How we got men to talk about beauty - Using Qualitative WhatsApp research for trend scouting male cosmetics". In a nutshell: The evolution of men's cosmetics - and at the same time a revolution in qualitative surveys via WhatsApp. The innovative method was presented at Succeet21. Men's cosmetics - a market with potential.
Men's cosmetics - a market with potential - newly decoded
The first result already showed that the potential for male beauty products is obviously far from exhausted. More and more men are (more) interested in cosmetic products than in the past: every second man (49 percent) is now open-minded about beauty products - is either already a user or can well imagine becoming one. However, men still feel out of place in the cosmetics departments because there is a lack of special offers for them and even of unisex products.
The study includes a representative CAWI survey of 1,120 men aged 16 to 59 on the use of beauty products and attitudes towards the cosmetics category. Secondly, a qualitative survey of users and non-users via WhatsApp. For this, 100 participants - half users and half non-users of cosmetic products - were selected to be contacted via the Germans' favourite messenger, WhatsApp. For this, we used the platform of our cooperation partner Bilendi Discuss, which, for example, enables the automated transcription of voice messages. In addition to longer voice messages, participants also uploaded photos or videos - showing insights from drugstores and from their own bathrooms (see below). Moreover, the possibility of personal moderations was used - to ask additional questions and, if necessary, to follow up on interesting aspects.
"WhatsAPP in your world" - research designs in consumers' pockets
Under this title, Bilendi and Bonsai Research presented the innovative approach at the Succeet21 industry trade fair in Munich. Robin Spicer, Operations Director and Member of the Management Team DACH of Bilendi, presented the tool and talk about the next development steps of Bilendi Disuss. Alexandra von Cukrowicz reports on the men's cosmetics study and her experiences with the innovative tool. A foretaste:
A look into German bathrooms: Men's Cosmetics Study 2021
Alexandra von Cukrowicz and Felix Tiede, Business Development Director at Bilendi, recently published an article on the study in planung&analyse.
And in the Bonsai sales magazine, Alexandra von Cukrowicz dealt with the customer experience of men in perfumeries and drugstores in a rather amusing than scientific way.
