case study

Product and Communication Insights using an

online user community for a leading

Anti-Aging skin care brand

the challenge: Inspire ideas for product innovation and gather insights and feedback about the current products

the goals:

1.  Gain insight and ideas for innovation based in meaningful consumer feedback for the brand.

2.  Uncover organic consumer language around loss of firmness & sagging.

3.  Collect opinions about and build upon new concept created by the client.

The Online User Community consisted of 40 women ages 40-65 across the US

what we did… Created the discussion guide and moderated the online community for 18 days

›  10 days with inspiring topics, discussions & challenges

›  5 days of client based stimulus for language and new products

›  1 poll for insight validation

›  Alternating days summary reports back to the client for ongoing changing stimulus

›  End of project report with summaries, insights, data, and conclusions from the community and recommendations to the brand beyond product concepts provided by the client.

a few broad insights and language cues we discovered

›  Rather than seeking to be “pretty” again, she wants to look “healthy.”

›  Her skin changes in so many ways, so her products should, too…but the choices are confusing.

›  She has many physical concerns (“sagging” “loss of firmness” topping the list), but treating each with a separate product won’t do.

›  Strong desire for natural ingredients, and she is extremely educated about her skin.

›  She identifies herself and gets joy from her community, yet feels alone in her battle against aging skin.

And many others!

›  Her ideal product has all natural ingredients and is an all-in-one solution.

›  Products with new forms that address her busy lifestyle have the potential to be breakthrough for the category.

›  Product concepts were clear wins for the brand.

product innovation and…

…thought starters for the future ›  Tapping into her community for support, information sharing,

and fun could be a novel approach for a product.

›  Adapting the product based on consumer communities in a “lean” product development style would and uncover new solutions.

›  Using an integrated approach to product and brand awareness would make her feel engaged and give her back control.