Category mapping Archives - MarketGenics https://marketgenics.co/tag/category-mapping/ Best Market Research Company Wed, 09 Oct 2024 05:05:17 +0000 en-GB hourly 1 https://wordpress.org/?v=6.6.2 https://marketgenics.co/wp-content/uploads/2021/01/icon.png Category mapping Archives - MarketGenics https://marketgenics.co/tag/category-mapping/ 32 32 Category Evaluation Study for a Leading Skincare Brand by MarketGenics https://marketgenics.co/2024/10/category-evaluation-study-for-a-leading-skincare-brand/ Wed, 09 Oct 2024 04:38:40 +0000 https://marketgenics.co/?p=13473 Category Evaluation Study for a Leading Skincare Brand Category Evaluation Study for a Leading Skincare Brand by MarketGenics In today’s competitive beauty industry, consumer insights are essential for understanding brand perception and shaping future product strategies. A leading skincare brand recently partnered with MarketGenics to conduct a Category Evaluation Study to gain a deeper understanding of consumer perceptions of their brand, the key market forces shaping the beauty industry, and the evolving patterns of consumer behavior. This research aimed to analyze consumer perception, preferences, and the brand’s standing in a highly competitive market. Study Overview The study was conducted in two major cities, Delhi NCR (Tier 1) and Agra (Tier 2), to capture a diverse range of consumer opinions. MarketGenics organized ten Focus Group Discussions (FGDs), with five FGDs held in each city. The groups consisted of a mix of product users and non-users, ensuring comprehensive insights. The participants included housewives, students, and working professionals, offering perspectives from different walks of life. Key Objectives of the Study The primary goal of this study was to understand the overall perception of the brand among consumers. Key objectives included: Assessing the brand’s perception based on consumer feedback. Identifying the driving forces behind consumer behavior in the skincare market. Understanding media consumption patterns, such as preference for TV or OTT platforms. Analyzing the social media platforms most used by the target audience. Pinpointing the brand discovery channels, whether online or offline, and specific touchpoints that influenced purchasing decisions. Methodology: Focus Group Discussions The 10 FGDs conducted in Delhi and Agra provided qualitative insights from 100 respondents. Each group comprised 10 participants, with a balanced representation of different demographic segments. The FGDs were designed to foster open discussions on several key aspects of skincare routine, skincare products of different brands, including the brand’s products: Skincare routine: To gauge their living style and how they take care of their skin, what products they use. Spontaneous Reaction to Products: Participants shared their first impressions of the brand’s products, giving honest feedback on their initial thoughts. Also shared inputs on the products that they regularly use. Overall Likeability and Appeal: This segment gauged the overall appeal of the products, including packaging, brand messaging, and its alignment with consumer preferences. Preference and Relevance: Respondents were asked about their product preferences and how relevant/irrelevant they found the brand in their personal skincare routines. Social media habits: The FGDs also aimed to find the social media habits of the respondents.  Willingness to Purchase: The discussions also aimed to assess how willing consumers were to choose the brand over competitors. Future Expectations: Finally, the participants were asked what improvements or innovations they would like to see in future product lines.   Key Insights Gathered Brand Perception: The study revealed that the brand is well-regarded among existing users for its commitment to natural and eco-conscious products. Non-users, on the other hand, had neutral or slightly positive perceptions but needed stronger brand messaging to convert them into loyal customers. Driving Forces in Consumer Behavior: Price sensitivity, product efficacy, and ingredient transparency were key factors influencing purchasing decisions. Many respondents highlighted the importance of natural and herbal ingredients in their skincare choices, indicating a growing trend towards clean beauty products. Media Consumption: The study revealed a balanced media consumption pattern among the respondents, with a slight tilt towards OTT platforms among the younger audience. Housewives and working professionals, however, remained more inclined to traditional TV viewing. Social Media Usage: Instagram and YouTube emerged as the most popular social media platforms for beauty-related content. Many participants stated that they discovered new beauty brands and trends via influencers and beauty tutorials on these platforms. Brand Discovery: The brand’s discovery primarily occurred through a mix of online and offline channels. Many respondents mentioned seeing the brand on e-commerce platforms or learning about it through word-of-mouth from friends and family. But they also mentioned that the brand needs more more marketing and promotional efforts to be known to a wider audience. Conclusion and Way Forward The Category Evaluation Study provided MarketGenics’ client with valuable insights into their brand’s market position, highlighting strengths in product formulation and areas for improvement in brand visibility among non-users. The feedback on social media engagement and product discovery channels will help the brand fine-tune its marketing strategies, ensuring it stays relevant and accessible to its target audience. As a result of this research, the skincare brand has actionable insights to improve consumer engagement, drive brand preference, and cater to evolving consumer expectations. MarketGenics, with its expertise in consumer research, successfully delivered a comprehensive understanding of consumer preferences, enabling the brand to make informed decisions for future growth. This study underscores MarketGenics’ ability to conduct deep, insightful research that helps brands navigate their competitive landscape and align their offerings with consumer desires. If you’re looking to uncover similar insights for your brand, reach out to MarketGenics today at info@marketgenics.co!

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Category Evaluation Study
for a Leading Skincare Brand

Category Evaluation Study for a Leading Skincare Brand by MarketGenics

In today’s competitive beauty industry, consumer insights are essential for understanding brand perception and shaping future product strategies. A leading skincare brand recently partnered with MarketGenics to conduct a Category Evaluation Study to gain a deeper understanding of consumer perceptions of their brand, the key market forces shaping the beauty industry, and the evolving patterns of consumer behavior. This research aimed to analyze consumer perception, preferences, and the brand’s standing in a highly competitive market.

Study Overview

The study was conducted in two major cities, Delhi NCR (Tier 1) and Agra (Tier 2), to capture a diverse range of consumer opinions. MarketGenics organized ten Focus Group Discussions (FGDs), with five FGDs held in each city. The groups consisted of a mix of product users and non-users, ensuring comprehensive insights. The participants included housewives, students, and working professionals, offering perspectives from different walks of life.

Focus Group Discussions - Agra, Delhi NCR

Key Objectives of the Study

The primary goal of this study was to understand the overall perception of the brand among consumers. Key objectives included:

  • Assessing the brand’s perception based on consumer feedback.
  • Identifying the driving forces behind consumer behavior in the skincare market.
  • Understanding media consumption patterns, such as preference for TV or OTT platforms.
  • Analyzing the social media platforms most used by the target audience.
  • Pinpointing the brand discovery channels, whether online or offline, and specific touchpoints that influenced purchasing decisions.

Methodology: Focus Group Discussions

The 10 FGDs conducted in Delhi and Agra provided qualitative insights from 100 respondents. Each group comprised 10 participants, with a balanced representation of different demographic segments.

The FGDs were designed to foster open discussions on several key aspects of skincare routine, skincare products of different brands, including the brand’s products:

  1. Skincare routine: To gauge their living style and how they take care of their skin, what products they use.
  2. Spontaneous Reaction to Products: Participants shared their first impressions of the brand’s products, giving honest feedback on their initial thoughts. Also shared inputs on the products that they regularly use.
  3. Overall Likeability and Appeal: This segment gauged the overall appeal of the products, including packaging, brand messaging, and its alignment with consumer preferences.
  4. Preference and Relevance: Respondents were asked about their product preferences and how relevant/irrelevant they found the brand in their personal skincare routines.
  5. Social media habits: The FGDs also aimed to find the social media habits of the respondents. 
  6. Willingness to Purchase: The discussions also aimed to assess how willing consumers were to choose the brand over competitors.
  7. Future Expectations: Finally, the participants were asked what improvements or innovations they would like to see in future product lines.

 

Key Insights Gathered

  1. Brand Perception: The study revealed that the brand is well-regarded among existing users for its commitment to natural and eco-conscious products. Non-users, on the other hand, had neutral or slightly positive perceptions but needed stronger brand messaging to convert them into loyal customers.

  2. Driving Forces in Consumer Behavior: Price sensitivity, product efficacy, and ingredient transparency were key factors influencing purchasing decisions. Many respondents highlighted the importance of natural and herbal ingredients in their skincare choices, indicating a growing trend towards clean beauty products.

  3. Media Consumption: The study revealed a balanced media consumption pattern among the respondents, with a slight tilt towards OTT platforms among the younger audience. Housewives and working professionals, however, remained more inclined to traditional TV viewing.

  4. Social Media Usage: Instagram and YouTube emerged as the most popular social media platforms for beauty-related content. Many participants stated that they discovered new beauty brands and trends via influencers and beauty tutorials on these platforms.

  5. Brand Discovery: The brand’s discovery primarily occurred through a mix of online and offline channels. Many respondents mentioned seeing the brand on e-commerce platforms or learning about it through word-of-mouth from friends and family. But they also mentioned that the brand needs more more marketing and promotional efforts to be known to a wider audience.

Conclusion and Way Forward

The Category Evaluation Study provided MarketGenics’ client with valuable insights into their brand’s market position, highlighting strengths in product formulation and areas for improvement in brand visibility among non-users. The feedback on social media engagement and product discovery channels will help the brand fine-tune its marketing strategies, ensuring it stays relevant and accessible to its target audience.

As a result of this research, the skincare brand has actionable insights to improve consumer engagement, drive brand preference, and cater to evolving consumer expectations. MarketGenics, with its expertise in consumer research, successfully delivered a comprehensive understanding of consumer preferences, enabling the brand to make informed decisions for future growth.

This study underscores MarketGenics’ ability to conduct deep, insightful research that helps brands navigate their competitive landscape and align their offerings with consumer desires. If you’re looking to uncover similar insights for your brand, reach out to MarketGenics today at info@marketgenics.co!

The post Category Evaluation Study for a Leading Skincare Brand by MarketGenics appeared first on MarketGenics.

]]> Understanding Consumer Preferences: A U&A and Pack Evaluation Study by MarketGenics https://marketgenics.co/2024/07/understanding-consumer-preferences-pack-evaluation-study/ Thu, 25 Jul 2024 07:36:33 +0000 https://marketgenics.co/?p=13085 Understanding Consumer Preferences: A U&A and Pack Evaluation Study by MarketGenics.co Understanding Consumer Preferences: A U&A and Pack Evaluation Study by MarketGenics.co MarketGenics.co recently conducted an in-depth U&A (Usage and Attitude) and pack evaluation study for a reputed food nutrition brand, aiming to understand consumer relationships with nutritional supplements. Here’s a detailed look into how this research was conducted and the insightful outcomes. Research Objectives and Methodology Category U&A Study: Investigating every aspect of consumers’ interactions with nutritional supplements was the main objective. Understanding felt needs, perceptions of the category, purchasing habits, and consumption behaviors were all part of this. Pack Evaluation Study: We assessed how consumers reacted to several nutritional supplement packaging solutions. The research examined the packaging’s capacity to persuade, as well as spontaneous reactions, features that were liked and hated, attractiveness, relevancy, and distinctiveness. Research Approach Qualitative Research: To achieve comprehensive insights, we employed a qualitative research approach comprising Focused Group Discussions (FGDs) and Depth Interviews with the target audience. Target Audience: Gender: Female (Mothers of infants aged 0-2 years) SEC: A1/A2/B1 households Age Group: 23-45 years Nutritional Supplement Consumption Pattern: Currently consuming Similac, Dexolac, or Lactogen Authoritative Status: Key decision-makers in purchase Geographic Coverage: Metro Areas: Delhi-NCR and Mumbai Conducting the Study FGDs and Depth Interviews: MarketGenics researchers conducted FGDs and in-depth interviews with the target audience. These sessions, which were audio recorded, allowed us to capture nuanced consumer insights. Client Involvement: Clients were invited to attend the sessions, ensuring transparency and collaborative analysis. Data Analysis: The recorded sessions were transcribed and analyzed in-house to extract meaningful patterns and insights. Reporting: Findings were compiled into a comprehensive PPT report, detailing consumer attitudes towards the category and packaging options. Key Findings Category Understanding: Consumers exhibited a strong need for nutritional supplements driven by concerns for infant health and nutrition. Pack Evaluation: Spontaneous Reactions: Varied responses highlighting immediate perceptions of packaging aesthetics and functionality. Elements Liked/Disliked: Specific design elements, such as colors and ease of use, significantly influenced consumer preferences. Appeal and Relevance: Packaging that resonated with consumer values and practical needs received higher appeal and relevance scores. Uniqueness and Persuasion: Innovative and informative packaging stood out, enhancing consumer persuasion and advocacy potential. Conclusion This comprehensive U&A and pack evaluation study by MarketGenics.co provided actionable insights for the food nutrition brand. By understanding consumer preferences and packaging perceptions, the brand can refine its products and marketing strategies to better meet consumer needs and drive engagement.

The post Understanding Consumer Preferences: A U&A and Pack Evaluation Study by MarketGenics appeared first on MarketGenics.

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Understanding Consumer Preferences:
A U&A and Pack Evaluation Study by MarketGenics.co

Understanding Consumer Preferences: A U&A and Pack Evaluation Study by MarketGenics.co

MarketGenics.co recently conducted an in-depth U&A (Usage and Attitude) and pack evaluation study for a reputed food nutrition brand, aiming to understand consumer relationships with nutritional supplements. Here’s a detailed look into how this research was conducted and the insightful outcomes.

Research Objectives and Methodology

Category U&A Study:

Investigating every aspect of consumers’ interactions with nutritional supplements was the main objective. Understanding felt needs, perceptions of the category, purchasing habits, and consumption behaviors were all part of this.

Pack Evaluation Study:

We assessed how consumers reacted to several nutritional supplement packaging solutions. The research examined the packaging’s capacity to persuade, as well as spontaneous reactions, features that were liked and hated, attractiveness, relevancy, and distinctiveness.

Understanding Consumer Preferences

Research Approach

Qualitative Research: To achieve comprehensive insights, we employed a qualitative research approach comprising Focused Group Discussions (FGDs) and Depth Interviews with the target audience.

  • Target Audience:

    • Gender: Female (Mothers of infants aged 0-2 years)
    • SEC: A1/A2/B1 households
    • Age Group: 23-45 years
    • Nutritional Supplement Consumption Pattern: Currently consuming Similac, Dexolac, or Lactogen
    • Authoritative Status: Key decision-makers in purchase

  • Geographic Coverage:

    • Metro Areas: Delhi-NCR and Mumbai

Conducting the Study

  • FGDs and Depth Interviews: MarketGenics researchers conducted FGDs and in-depth interviews with the target audience. These sessions, which were audio recorded, allowed us to capture nuanced consumer insights.

  • Client Involvement: Clients were invited to attend the sessions, ensuring transparency and collaborative analysis.

  • Data Analysis: The recorded sessions were transcribed and analyzed in-house to extract meaningful patterns and insights.

  • Reporting: Findings were compiled into a comprehensive PPT report, detailing consumer attitudes towards the category and packaging options.

Key Findings

  • Category Understanding: Consumers exhibited a strong need for nutritional supplements driven by concerns for infant health and nutrition.

  • Pack Evaluation:

    • Spontaneous Reactions: Varied responses highlighting immediate perceptions of packaging aesthetics and functionality.
    • Elements Liked/Disliked: Specific design elements, such as colors and ease of use, significantly influenced consumer preferences.
    • Appeal and Relevance: Packaging that resonated with consumer values and practical needs received higher appeal and relevance scores.
    • Uniqueness and Persuasion: Innovative and informative packaging stood out, enhancing consumer persuasion and advocacy potential.

Conclusion

This comprehensive U&A and pack evaluation study by MarketGenics.co provided actionable insights for the food nutrition brand. By understanding consumer preferences and packaging perceptions, the brand can refine its products and marketing strategies to better meet consumer needs and drive engagement.

The post Understanding Consumer Preferences: A U&A and Pack Evaluation Study by MarketGenics appeared first on MarketGenics.

]]> Category Mapping – U&A Study https://marketgenics.co/2023/10/category-mapping-a-case-study/ Sat, 07 Oct 2023 07:07:23 +0000 http://marketgenics.co/?p=10527 Category Mapping : U&A Study A Success Story Client Success Story: U&A Study for Category Expansion A trusted and well-known company recognised for its delicious selection of packaged sweets, milk and other dairy products wanted to increase its product selection in order to reach a larger clientele. To assist them on this expansion journey, they sought the advice of MarketGenics.co, who provided them with a detailed study on category expansion.  The Challenge: The brand wanted an  insightful data on consumer behaviour, tastes, and opinions that help the brand’s decision-makers make well-informed choices for successful packaged sweets market category expansion.   Objective The objective of the study was to  how to better comprehend consumer attitudes and behaviours towards packaged sweets, identify market trends, assess competing products, and find new potential for category growth. Our Solution According to the client’s requirements, MarketGenics.co painstakingly created a thorough Usage & Attitude (U&A) study and category mapping analysis. Researching thoroughly in both primary and secondary data sources was the initial step. They looked at consumer behaviour in relation to packaged sweets, competitive strategies, and market data already available. The preliminary research stage was equally important. MarketGenics.co designed questionnaires with customers from various locations and demographic groups in mind. Consumer preferences, buying habits, taste preferences, packaging expectations, and other topics were covered. In order to gain deeper insights,  focus groups discussions and in-depth consumer interviews were conducted.   The Outcome Once the data was collected and processed, MarketGenics.co separated the consumer base based on demographics, behaviors, and preferences. They found areas of the market that needed improvement as well as unmet consumer desires. They recognised a chance to produce a line of packaged sweets that targeted to these particular unmet needs. The client’s product development team was then directly involved in the work of MarketGenics.co. Together, they developed the idea for a fresh range of sweets in packaging that would address the observed deficiencies. The items were carefully designed with the target market’s tastes and expectations in mind. To Sum Up The project’s success was evidence of the potency of a skillfully carried out U&A category mapping study. Along with assisting the client in growing their packaged sweets category, MarketGenics.co enabled a deeper comprehension of their target market, ensuring long-term success and client pleasure. The successful partnership between the renowned company and MarketGenics.co created a new benchmark for packed sweets and left a sweet taste of success in the air If you’re ready to conduct a comprehensive category mapping and U&A study for your brand, don’t hesitate to reach out to us at MarketGenics.co. Let’s embark on a journey to success together.  For more info on the case study, connect with us now Have a project in mind? Let’s talk now. Market Research is the only path that helps connect with customers. It is the potential key that provides solution and helps to cope up with the changing business environment. Contact Now

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Category Mapping :
U&A Study
A Success Story

Client Success Story: U&A Study for Category Expansion

A trusted and well-known company recognised for its delicious selection of packaged sweets, milk and other dairy products wanted to increase its product selection in order to reach a larger clientele. To assist them on this expansion journey, they sought the advice of MarketGenics.co, who provided them with a detailed study on category expansion. 

The Challenge:

The brand wanted an  insightful data on consumer behaviour, tastes, and opinions that help the brand’s decision-makers make well-informed choices for successful packaged sweets market category expansion.

 

Objective

The objective of the study was to  how to better comprehend consumer attitudes and behaviours towards packaged sweets, identify market trends, assess competing products, and find new potential for category growth.

Category Expansion - U&A Study

Our Solution

According to the client’s requirements, MarketGenics.co painstakingly created a thorough Usage & Attitude (U&A) study and category mapping analysis. Researching thoroughly in both primary and secondary data sources was the initial step. They looked at consumer behaviour in relation to packaged sweets, competitive strategies, and market data already available.

The preliminary research stage was equally important. MarketGenics.co designed questionnaires with customers from various locations and demographic groups in mind. Consumer preferences, buying habits, taste preferences, packaging expectations, and other topics were covered. In order to gain deeper insights,  focus groups discussions and in-depth consumer interviews were conducted.

 

The Outcome

Once the data was collected and processed, MarketGenics.co separated the consumer base based on demographics, behaviors, and preferences. They found areas of the market that needed improvement as well as unmet consumer desires. They recognised a chance to produce a line of packaged sweets that targeted to these particular unmet needs.

The client’s product development team was then directly involved in the work of MarketGenics.co. Together, they developed the idea for a fresh range of sweets in packaging that would address the observed deficiencies. The items were carefully designed with the target market’s tastes and expectations in mind.

To Sum Up

The project’s success was evidence of the potency of a skillfully carried out U&A category mapping study. Along with assisting the client in growing their packaged sweets category, MarketGenics.co enabled a deeper comprehension of their target market, ensuring long-term success and client pleasure. The successful partnership between the renowned company and MarketGenics.co created a new benchmark for packed sweets and left a sweet taste of success in the air

If you’re ready to conduct a comprehensive category mapping and U&A study for your brand, don’t hesitate to reach out to us at MarketGenics.co. Let’s embark on a journey to success together. 

For more info on the case study, connect with us now

Category Mapping - Case Study

Have a project in mind? Let's talk now.

Market Research is the only path that helps connect with customers. It is the potential key that provides solution and helps to cope up with the changing business environment.

Contact Now

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