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Understanding Cleansing Product Choices

The document outlines a plan to conduct exploratory focus groups to understand the motivations behind customer choices of cleansing product forms among different demographics. It identifies key factors influencing selections for females and males in specified age groups, as well as the importance of brand trust and value perception. The document also includes introductory and concluding questions aimed at gathering insights on customer preferences and potential improvements for the brand.

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chiukhang2000
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8 views2 pages

Understanding Cleansing Product Choices

The document outlines a plan to conduct exploratory focus groups to understand the motivations behind customer choices of cleansing product forms among different demographics. It identifies key factors influencing selections for females and males in specified age groups, as well as the importance of brand trust and value perception. The document also includes introductory and concluding questions aimed at gathering insights on customer preferences and potential improvements for the brand.

Uploaded by

chiukhang2000
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Question [Background ]

What if your firm manufactures cleansing products in multiple forms—deodorant bar, beauty
bar, cream body wash, gel body wash—and your customers are not using the best form for
their skin types and activity levels? You might use exploratory focus groups to determine
what drivers motivate customers to select the form they choose. Given the dramatic growth
in this market, you want to hear from women aged 16 to 50 and also from men aged 16 to
25. Also, you need to understand their trade-offs when choosing a specific form.

TARGET
理解顧客選擇清潔產品形式（棒狀、美容皂、乳霜、凝膠）背後的動機、皮膚類型/活動水平的匹
配程度，以及他們在選擇時的權衡。

Segment Key Focus

Females Image, social influence, fragrance


16–25

Females Quality, family practicality, skin comfort


26–50

Males 16–25 Convenience, simplicity, peer habits

Males 26–50 Habit, trust, value-for-money

[Link]
●​ Introduction of myself and my part of work.
●​ What types of cleaning products do you typically use? Can you briefly describe when
you use them in your day?
●​ Is there a specific moment or situation when you become particularly careful about
the cleaning products you use?
●​ What comes to your mind when you think of cleansing products in general?
●​ How do you choose cleaning products? Who or what information do you consult?
●​ How important are cleansing products in your personal care routine?
●​ When did you first notice our brand? What kind of impression did it give you at that
time?
[Link] body
●​ Have you ever avoided buying a product because it seemed too costly or not worth
it?
●​ How do you usually decide if the price matches the value of the product?
●​ Are there any brands of cleansing products you trust or often return to?
●​ What makes you feel confident about that brand?
●​ Are there any situations where you stayed with the same brand even if others looked
interesting?
●​ Do other people in your household influence which brand you buy?
●​ What do you enjoy or find satisfying about the product form you currently use?
●​ Have you noticed any positive changes since using that type (comfort, convenience,
results)?
●​ When people stop using a brand, what usually causes that change?
●​ Think about the brand you’re using now — what made you decide to try it at first?
●​ If two products look similar in function or packaging, what helps you decide which
one to buy?
●​ If you could improve our brand, what would you suggest?

[Link]
●​ What are the biggest challenges or hesitations when deciding which one to buy or
try?
●​ If you could design your ideal cleansing product, what would it be like?

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