Gathering consumer terminology using focus groups—An example with beauty care

Abstract

AbstractUsing consumer‐friendly terminology is essential for more impactful consumer research. As an example, focus groups are effective to gather emotional and attitudinal information in ways that surveys and questionnaires cannot. The objective of this study was to use situational exercises in focus groups to generate terminology about emotions and attitudes in beauty care. These terms can be used to aid the product development process and product communication. Women in the Kansas City area (N = 21), who use a variety of different beauty care products, were recruited for three focus groups of seven people each. The groups were divided by age group as follows: 18–35, 36–50, and 51+. Participants were asked questions regarding their behaviors behind their purchasing habits and use of beauty care products, both positive and negative. Women reported that when not using beauty care products, they felt tired, dirty, and self‐conscious. Contrarily, they reported feeling confident, clean, and beautiful when using products. They also mentioned the importance of ingredients. Women overwhelmingly wanted products to have more natural ingredients and to be created “cruelty‐free” (no animal testing). These qualitative techniques help understand the consumer so companies can better communicate with their target users.Practical ApplicationsThis article provides an example on the use of focus groups as a tool to rapidly gather relevant information about emotions and behaviors in the beauty care category. This technique is a fast way to gather rich information that could benefit a research and development team from two fronts: first, to a sensory or product development group to understand the relations between product characteristics and the emotional construct of consumers and perhaps provide a key into changing consumer behaviors and second, to a brand or marketing team to understand what their target users are saying so they can think about better ways to reach the consumer and communicate with them, in this case, within the beauty care industry.