Ever struggled connecting consumer needs and motivation to product attributes? While this is a complex process, it is nonetheless necessary to provide clear direction during product development. To make it easier, we incorporated two methodologies to understand specific mascara attributes among internal prototypes and competitors: consumer home-use testing and sensory testing with expertly trained panelists. While both methods individually provided valuable information, we uncovered hidden and intricate patterns among mascara attributes once we analyzed both methodologies together. Using perceptual mapping and correlations, our research illustrates how to gain a comprehensive understanding of the relationship between product attributes and consumer needs. This approach provided powerful insights to inform product development and help create products that meet the needs of consumers.
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Speakers:
4662 Slater Road
Eagan, MN 55122
(651) 379-6200
