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Marketing Research Articles Related to the Cosmetics Industry

Marketing Research Articles Related to the Cosmetics Industry

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An analysis of the past 20 years of client-side research buying

Published
October 2011
Author
Emily Goon, Quirk's Content Editor
Abstract
Two decades’ worth of data from the Quirk’s circulation database is examined to discover what shifts have taken place in the research industry - including the advent of online and the latest economic crisis - and to predict where it might be headed.

Avon researchers find that normal rules don't apply when testing among Hispanic women

Published
June 1990
Authors
Maisie Wong, Ayn Gelinas and Phyllis Rocha
Abstract
Before implementing its actual study, Avon conducted a pilot study to learn how to overcome some of the cultural barriers when involving the Hispanic population. This article summarizes the pilot study’s results, providing guidelines for screening and interviewing, study location and timing, questionnaire construction and incentive structures.

Effective use of online research

Published
July 1998
Author
Rudy Nadilo
Abstract
An international cosmetics manufacturer used online questionnaires to determine a marketing strategy for a product with a low rate of repeat buyers. Because of the stigma attached to men who use beauty products, the company doubted that face-to-face interviews or telephone interviews would elicit honest answers. Participants answered nine questions about the two competing cosmetic products and their reasons for their purchasing decisions.

How P&G used agile research to keep up with consumers

Published
May 2013
Author
Matt Warta
Abstract
The need for immediacy has spurred the development of the agile research methodology, an iterative approach to give researchers real-time insight and the power to make changes on the fly. Procter & Gamble shares its experience using agile research for holiday-season fragrance marketing.

The value of 'practiced ignorance' in cultural research

Published
April 2000
Author
Michael Sack
Abstract
When it comes to ethnic and cross-cultural research, there are plenty of “experts” who will tell you how difficult it is. The situation isn’t as tough as the experts make it out to be, but worse! This article discusses applied ignorance in cultural research, referring to a consumer-products study focusing on Indonesia.

Think you know segmentation? Think again! A close look at 4 core analyses

Published
December 2013
Author
Kevin Gray
Abstract
This article addresses four different kinds of segmentation analyses - a priori, post hoc, brand and drive - and goes on to offer examples and explain what each accomplishes.

Trade Talk: A more than cosmetic change

Published
October 1994
Author
Joseph Rydholm, Quirk's Editor
Abstract
This month's column details a quantitative study conducted among women ages 45-to-65 regarding their cosmetic needs and their habits surrounding purchasing health and beauty products.

Trade Talk: Re-thinking the youth market

Published
February 1990
Author
Joseph Rydholm, Quirk's Editor
Abstract
Using beauty and cosmetics research as a reference, Irma Zandl weighs in on how today's youths are not what marketers expect.