In today's hyper-competitive business landscape, entrepreneurs and small business owners must make informed decisions to stay ahead of the curve. And one of the most powerful tools they can use to do so is market research.
By understanding customers' needs and desires, companies can create products and services that resonate with their target audience.
Artificial intelligence tools are changing the game when it comes to market research. Market research companies and small-to-medium sized businesses of all types stand to gain efficiency and effectiveness.
Let's look specifically at the qualitative market research process involving focus groups.
Qualitative Market Research Reporting
After a focus group session, the next step is to analyze the data collected. This can be done manually, but it is time-consuming and prone to human error.
Alternatively, we can use AI natural language processing to extract key themes and sentiments from the discussion.
For this use case, I created a market research report based on the focus group transcript provided, using ChatGPT.
Focus group transcript
The results of the focus group analysis were compiled into a market research report below.
The report includes:
Time required to create report: 1 hour.
In the world of beauty and cosmetics, the competition is intense, with a plethora of brands vying for the attention of customers. In this landscape, it's important for companies to understand the needs and wants of their target demographic in order to remain relevant and competitive.
This market research report aims to shed light on the female perception of beauty and cosmetics, specifically towards those who apply light makeup or do not regularly put on makeup. The report also aims to determine how to attract these women to purchase MAC products, a leading brand in the cosmetics industry.
Through the analysis of data collected from focus groups, this report will delve into the various factors that influence the purchasing decisions of women when it comes to cosmetics.
From brand reputation to product quality, and from ingredient concerns to the preference for natural and organic products, this report will provide a comprehensive overview of the female perception of beauty and cosmetics.
This market research study was conducted with the objective of gaining a deeper understanding of the female demographic in Singapore, specifically targeting women who are aged between 18 and 25, belonging to the Generation Y, and regularly put on light makeup but do not own any MAC products.
The study aimed to find out how to encourage these women to purchase MAC products and to determine their perception and understanding of cosmetics.
The focus group consisted of six participants who fit the personal criteria defined for the study.
The participants were all female, residing in Singapore, fluent in English, either studying or working, and had a basic understanding of cosmetics.
The moderator for the focus group was Deanson Lee.
The participants included Gina, Gladys, Yong Qi, Cheryl, Shree, and Natalie, who provided valuable insights and perspectives on their understanding and preferences related to cosmetics. The findings of the study will help MAC to better understand their target audience and design their marketing strategies accordingly.
The objectives of this study are:
Through this report, we hope to provide valuable insights that can help guide companies in their efforts to connect with their target audience and build a loyal customer base.
Understanding of the benefits of makeup:
Product preferences and usage:
Impact of packaging on purchasing decision:
Importance of brand reputation:
Impact of product shade range on purchasing decision:
SUGGESTIONS FOR THE CLIENT
Based on the findings of the market research study, MAC can attract women who do not own any MAC products and regularly apply light makeup by focusing on the following key points:
By focusing on these key points, MAC can better connect with their target audience and increase the likelihood of attracting women who apply light makeup or do not regularly put on makeup to purchase MAC products.
This market research report aimed to shed light on the female perception of beauty and cosmetics, particularly towards women who apply light makeup or do not regularly wear makeup.
The study was conducted with a focus group of six women aged 18 to 25, residing in Singapore, who fit the personal criteria defined for the study. The participants were questioned on various aspects of their understanding and preferences related to cosmetics.
The findings of the study showed that participants had a general understanding of makeup products and considered factors such as brand reputation, price, product quality, and availability when purchasing.
Participants were open to trying new products but preferred to buy from physical stores and were cautious about using untested or unknown products.
They were concerned about the ingredients in makeup products and their impact on skin and health, and showed a preference for natural and organic ingredients.
Participants also preferred makeup products that had a long-lasting effect, were easy to apply, and gave a natural look. The findings of the study will help MAC to better understand their target audience and design their marketing strategies accordingly.
Read our magazine on Flipboard!