Innovative: qualitative research via WhatsApp

In the current issue of planning&analysis, our qualitative expert Alexandra von Cukrowicz and Felix Tiede from Bilendi report on their new men's cosmetics study. The highlight: The qualitative survey of cosmetics users and non-users was conducted via WhatsApp, the favourite messenger of German citizens.

"We think cross-functionally and in collaborations to develop innovative research approaches." said Alexandra von Cukrowicz, Head of Bonsai Lab, on her Debut at Bonsai in May of this year. She is now demonstrating such an approach with the innovative study on the question of whether, how and why men use cosmetics and beauty products. Together with Felix Tiede, Business Development Director of Bilendi, Alexandra von Cukrowicz presents the new qualitative approach and results of the study in the expert article in planning&analysis. 

The special feature: via the messenger WhatsApp, direct, very immediate communication with the male cosmetics users and the non-users is possible. For example, the photos that the participants took for the study and a task at the point of sale were exciting. The survey platform Bilendi Discuss (formerly discussnow) was used for this. One result in advance: men are more turned off by cosmetics and beauty products than one would expect. However, they feel out of place in cosmetics departments because there is a lack of special offers for them and even of unisex products.

Event tip: Presentation of the cosmetics study at Qual360

Together with Katharina Hartwich, Head of Joint Venture Brands at the cosmetics company Cosnova, Alexandra von Cukrowicz will present the innovative study on 21 October in Berlin at the Congress for Qualitative Market Research - live in Berlin or online. Title of the presentation: "How we got men to talk about beauty - Using Qualitative WhatsApp research for trend scouting male cosmetics".
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The family-owned company Cosnova owns the cosmetics brands CATRICE and essence.
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