Business Situation
A global leader in the cosmetics industry sought to better understand consumer trends, habits, and preferences for facial and hair care products in emerging markets. The company faced difficulties in identifying new product formats and trending ingredients and gaining actionable insights into consumer sentiment and behavior. These gaps hindered its ability to innovate effectively and cater to evolving customer needs.
SGA Approach
- Social Media Analytics: Conducted sentiment, emotion, topic, word, and network analysis using proprietary algorithms on social media data
- Data cleaning and extraction: Leveraged social media listening tools to clean data and extract relevant conversations based on finalized keyword lists
- Secondary research: Performed secondary research to uncover dominant themes and stories around men’s grooming preferences across emerging markets
Key Takeaways
- Delivered actionable insights into trending ingredients (e.g., Argan oil, tea tree oil) and emerging product formats, enabling the R&D team to align innovations with consumer preferences.
- Provided a 360-degree view of men’s cosmetics buying behavior, uncovering dominant themes and regional differences.
- Enabled data-driven decisions for targeted campaigns based on consumer sentiment and preferences.