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A Decision Analyst Proprietary Panel of
Users
Category: Tanning Products
Methods: Proprietary Panel; Custom Research Panel;
Tracking Research; Qualitative Research; Quantitative Research; Attitude, Usage,
& Behavior Research
Summary
A large consumer-packaged goods company wanted to gain insights into two consumer
groups’ attitudes, usage, and behaviors toward tanning products over a
period of 16 months. This time period of research was necessary to understand
differences in product usage during peak tanning season as well as off-season.
Strategic Issues
With rising concern of the health effects of tanning (namely skin cancer),
and improvements made in self tanning products, our client wanted to develop
a deep understanding of consumers of tanning products, namely their shopping
and usage behaviors through all seasons.
Research Objectives
The objectives of the research were to:
- Understand behaviors and usage habits of consumers over several seasons.
- Elicit additional input on usage, such as other products used, as well as
record demographic and lifestyle questions.
- Gain insights into why consumers enter and leave the category, what products
or services they move on to, and what would motivate them to use tanning products
in other seasons.
Research Design and Methods
The proposed methodology for this research was an online diary that participants
were be required to keep for 16 months. A proprietary panel of consumers were
recruited from Decision Analyst’s American
Consumer Opinion® Online panel, screened, and qualified to fall into
one of two user groups, depending on product usage. Screening also required
that participants had a digital camera and the ability to upload pictures to
the online survey. Once screened, consumers were asked to participate on an
ongoing basis. An appropriate incentive was offered to encourage continuous
participation.
The online survey was programmed so that a survey could not be answered online
until the previous week’s or month’s survey responses had been made.
This process encouraged consumers to record their survey responses in order
and as promptly as possible.
The basic survey was 10 minutes in length, and periodically the client team
added additional open- or closed-ended questions (typically once a month) to
obtain answers to questions they had that were raised from the responses, as
well as questions about current market conditions and competitive products.
Retention rates remained high, as the survey was of high interest to users.
Therefore, no additional recruiting was needed over the 16-month period.
Qualitative Component
After the first three months of research, the client wanted to better understand
the needs, feelings, and motivations of the consumers. A question was added
to the survey asking consumers to participate in a 30-minute, in-depth interview
via telephone. An appropriate incentive was offered.
Decision Analyst’s qualitative team conducted 15 in-depth interviews,
with the client team monitoring the calls. A summary report was delivered to
the client, along with a CD that included the findings of the research, as well
as audio clips of consumer quotes (actual audio from the telephone interviews).
Results
The client had a number of internal clients from the brand team who had high
interest in this research. New questions were frequently raised and added to
the survey to better understand complex shopping and usage behaviors, competitive
threats, and product improvements. The client used the quantitative and qualitative
research for messaging and promotions, as well as input for product refinement
and development. They plan to continue the survey for another 16 months.
Copyright © 2009 by Decision Analyst, Inc.
This case history may not be copied, published, or used in any way without written
permission of Decision Analyst.
Online Marketing Research Services
If you would like more information on Online Research or Customer Panels, please
contact Jerry W. Thomas (jthomas@decisionanalyst.com)
or Kay White (kwhite@decisionanalyst.com)
or by calling 1-800-ANALYSIS (262-5974) or 1-817-640-6166.
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