Research Methods
Primary Research:
Go out on the street and do something different/exciting.
Wear a plain white tshirt and get people to write on the tshirt their dream product.
Do a smell/texture test where the men bring a product with them that they already use. We provide other products, then they are blindfolded and have to say which is there favourite product. We see if it’s the same product that they usually use or not? Help us to define brand loyalty.
Get men to send us a photo of their bathroom cupboard/bathroom. We can use this to get an idea of products used and how they are displayed in the bathroom, if there is any differentiation between men that live alone and men that live with women.
Create a facebook discussion page where we can upload the photos of bathrooms and encourage discussion about products based around this.
Design a focus group setting that will entice men to talk more openly about products and treatments. For example some kind of after work drinks with some interactivity. Beer bottles/mats that you can write ideas on. Give a sheet of paper and they draw a ‘dream product’ with its functions written alongside.
Interview with Chris Jonns on male grooming from London to New York a transatlantic experience. See what the differences are in UK and American markets (back up whatever we find with Mintel). Differences between him and London friends and New York friends. What is available in America?
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