A large consumer packaged goods company is struggling to make sense of the changes in the men's grooming market. On one hand, they can see drastic shifts towards a greater sense of comfort amongst men in using skin care and grooming products. On the other hand, these types of consumers seem too small in size to meet any innovation and R&D investment requirements.
Our team of Ph.D. Social Scientists study over 7500 men in the context of grooming - focusing on skin care and shaving products in particular. We identify and quantify the emerging shift in the mindset of the consumer. We realize that 6% of the male population is influencing another 14% in creating new standards of grooming. We also quantify the rate of change, and identify how the size of the emerging, influential cohort has changed over the past 24 months.
Through the process, we also pin point changes in the range of products being purchased by this influential 6% of the market, and how they've impacted the monthly spend of another 14% of the market (on grooming).
The client realizes that future innovations in grooming will yield better business results by focusing on a breadth of products, rather than on incremental innovations on a small set of traditional grooming products. It's about latitudinal innovations and investments, rather than longitudinal innovations to enhance features of existing products. Our research helps them identify a short list of grooming products that are most likely to succeed in the next 12 to 18 months.