A quirky creative strategist who has full of insights & world experience
A quirky creative strategist who has full of insights & world experience
Qualitative: 1 on 1 interview, focus groups, opinion leaders(beauty influencers and hair experts) focus groups, user diary, ethnographic research in the stores, and salon test.
Quantitative: Concept tests, package performance validation, and communication assets performance validation.
The concept of straight and beauty hairline was born from Asian women’s needs. Product line containing 10 items reflected insights taken from qualitative and quantitative research, shelf test, customer journey mapping, and collaboration with beauty influencers and hair experts inputs. The package color, copywriting, the shelf arrangement, product story were all evaluated the performance according to internal indicators before the product launch.
Tasks include research scoping, planning, conducting, analyzing, and synthesizing the results to develop insights, concepts, and copy, story, and visuals.
Interesting findings during the research
Q. What is the color representing straight hair?
A. Straight hair feels like blue according to the research.
Q. What is the name of an ingredient people consider more effective to straight hair?
A. The ingredient with "EX" has a medical impression somehow to people.