The principal objective of this study was to precisely understand the whole journey a consumer goes through in various skin and hair related conditions.
They also wanted to know the role of influences including dermatologists, peers, beauticians in the decision making while treating these skin disorders.
Further home remedies as a separate category needed to be studied.
The Methodology –
Ethnography research with consumers (sufferers of the conditions).
In-depth interviews with influencers like chemists, dermatologists, and beauticians.
A detailed journey mapping was done through ‘day in the life’ /ethnography research method, amongst sufferers of conditions like Acne, Pigmentation, and Hair problems.
The Outcome –
Insights around the severity of the situation, first point of contact, treatment pathway – home remedies, chemists, and doctors were explored in detail.
The research threw light on the need gaps of sufferers at each stage of the condition and the impact of influencers of brand decision making.
