Page 11 - CB Report Flipbook

2020 Caire Beauty
11
Acquiring and Measuring Consumer Insights
Caire can conduct questionnaires through both their website and Facebook groups. Responses from these questionnaires can easily be compiled into a database for consumer insights. Additionally, these questionnaires will allow Caire to grow their email list in preparation for subsequent email marketing. The Facebook group’s questionnaire should be less extensive than the website’s questionnaire, ideally 3-5 questions. The website questionnaire should contain no more than 10 questions. Additionally, an incentive should be given to consumers that fill out either survey by way of a coupon, free shipping, product discount, etc.
Ex. Facebook Questionnaire:
What are some of your current skin concerns?
What brands (if any) address the concerns effectively?
How do you learn about new skincare products?
How long are you willing to use/test a new skincare product before moving on to something else?
Ex Website Questionnaire:
Age?
What are some of your current skin concerns?
When did you start noticing these concerns?
What brands (if any) address the concerns effectively?
How do you learn about new skincare products?
What qualities do you look for in new skincare products?
How long are you willing to use/test a new skincare product before moving on to something else?
Do you have a daily skincare routine? If so, what are your steps in this regimen?
The above set of questions allow Caire to understand their consumers’ skin concerns in relation to their age demographic, brand competitors, how the consumer learns about new products, and skincare product usage habits. Phrasing for survey questions should be deliberately impartial as not to persuade consumer responses.