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Unexpected Consumer Insights Revealed in Kline’s New Research
Posted: January 19, 2011
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The research also uncovered differences between consumers’ current perception of the industry and desired reality. For example, a great disconnect was found between what traits consumers wish the companies that make their personal care products have and what they perceive companies to actually be like now. Consumers envision their product ideas being made by innovative, creative companies that are environmentally and socially responsible, but from the experience they perceive the companies that make the products they use as lacking the sustainable practices.
Another benefit of the unique methodology used, according to researchers, is the ability to test certain question types for accuracy. In some of the analysis appeared contradictions or more than one possible interpretation. What appeared to be found as true in the multiple choice questions was disproved in the other question forms. These contradictions did not indicate a flaw in the analysis or design but, on the contrary, are signs that either weak signals (emerging trends) or areas that need further examination are being uncovered.
In addition, KlinePulse: Consumer Insights of Personal Care Innovation USA 2010 provides a benchmark of relative innovation between brands, uncovers the nuances of consumer perspectives on personal care innovation and reveals the complex, underlying attitudes, behaviors and experiences that drive purchase decisions.
Additional discussion on consumer insights will be available in GCI associate editor Abby Penning's March 2011 feature, both online and in print.