were designed with several factors (including appearance, volume, lubrication etc) altered systematically. These were tested
over a five week period by 1,200 consumers, one week per product. U&A style questioning was also
included to help understand attitudes around hair fall, how this is gauged and
what are felt to be the triggers.
While similar product preferences were
observed amongst men and women, Liking Segmentation™ identified 4 clear segments –
each of whom exhibited a preference for a different kind of shampoo
There were no obviously
consistent links between sensory cues and perceived hair fall benefit.
Perceptions in this area were largely driven by liking, suggesting either that
the benefits need to be communicated via positioning, and a range of products available
under this benefit to address the different preferences of the market, or that more radical sensory cues
need to be explored to trigger hair fall performance perceptions.