Client
Leading brand in the personal care segment
Business situation
Understand the consumer buying behavior, habits and trends to develop a viable product
Benefits and outcomes of our engagement
Detailed customer analysis was provided to the client’s R&D team with holistic and accurate information enabling them to:
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Understand the trends of new product formats with popular ingredients like Argan oil, tea tree oil
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Concerns and solutions trending over a period of time
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360 degree view of men’s cosmetics buying behavior and preferences
Engagement
Consumer behavior analysis through social listening for men’s grooming market in the ASEAN market
SGA approach
1. Data collection and cleaning
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Use keyword search method to create corpus of relevant conversations
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Finalize keyword list in consultation with client
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Data cleaning and extraction using a SMA tool
2. Text analytics and SMA
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Run SG Analytics’ in-house algorithms for text analytics including Sentiment, Emotion, Topic, Word and Network Analysis
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Identify dominant themes and stories
3. Analysis and reporting
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Analyze data and arrive at findings
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Secondary research on social media
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Create a framework and report key findings
