Colgate Palmolive wanted to better understand people’s experience of using skincare products in Asian markets and capture a more contextualised view of their rituals and habits ongoing.
Servicing the needs of an insight-hungry marketing and product development team, we set about creating a long-term research community of consumers that provided an agile research platform to get to insight fast.
We put boots on the ground in local Asian markets to help understand local nuances and set about understanding people’s daily rituals and behaviours as they happened, in the home of the people that mattered the most.
The research community insights enabled a super-fast way to test and evaluate new products and concepts as well as go deeper into what motivates their target audience to use and relate to products and brands in the way they do.
The team at Colgate had a fresh perspective on the decision strategies consumers employed, what motivated their choices and what they felt about competitive products.
I’m impressed by the online community in China. The engagement with the community has been phenomenal. Even during the tough Coronavirus period, our online activities and a product trial have been executed flawlessly. It’s been a pleasure to work with a professional research team such as Further!
Joey Lu, Consumer & Market Insights Manager, Colgate-Palmolive