Hair Care Hair Care Hair Care Hair Care

A case study using online A case study using online

qualitative platform qualitative platform MR MRQual Qual
Methodology
Online qualitative: 3 day bulletin board
May 2012
N=22
All mums aged between 30-45
20 incentive
Hair insights
Even though skincare products & usage changed
since childbirth, our mums always do the hair
essentials freshly washed hair being a simple way
to show the world you are ready to face the day
Small amount of loyalty but amongst a pool of brands
with many opting simply for what is on offer within
that pool that pool
Mums often feel distressed by their hair unless it has
just been cut or recently styled
Haircuts are a treasured luxury for our mums, one
that they make time for
Themes of luxury & pampering running through the
discussion
Price promotion is an integral part of this category
whether shampoo, conditioner, styling or colourants
We asked people to describe
their hair in 3 words
Boring, Mousey,
Needs-a-good-cut
Highlighted, long,
Straight, fine,
bottle-blonde
Blonde, long,
thick
Highlighted, long,
fairly-good-
condition
Brilliant brunette
(not!)
Big, dark and
outta-control!
Long, brown,
straight
Highlighted, dry,
uncontrolled
Unpredictable,
mousy, frizzy
Overall our mums have v. different feelings
about their hair but all want a maintenance
free style
likes dislikes
greying
easy to manage
grows quickly so can
really, really thick
post-baby
easy as its straight
have to blow dry or
straightening
Loses shape after
styling
Generally
finer
Generally
thicker
greying
blow-drying
grows quickly so can
cover up any dodgy
hair-restyles
half way between
curly & straight
shiny
good condition
spending money on
high-lighting
post-baby turned it
curly & thick
getting it dyed
flexible long
have to blow dry or
tie it back
Used to be v. fine but
thicker since post-
baby
straightening
Hair facts
Thickness
Fine 8
Medium 6
Thick 7
Type
Oily 4
Medium 13
Dry 3
Condition
Good 14
Ok 7
Bad 0
Length
Short 2
Medium 9
Long 8
Out of n=22
Celebrity Hair Idols
*These are the actual images the participants linked to when asked Who is your celebrity hair idol?
Jennifer Aniston
5 mentions
Kate Middleton
4 mentions
Cheryl Cole
3 mentions
Gwyneth Paltrow
2 mentions
Claudia Schiffer
1 mention
Zooey Deschanel
1 mention
Alexa Chung
1 mention
Dawn French
1 mention
January Jones
1 mention
Rachel Bilson
2 mentions
Daisy Lowe
1 mention
Why did people choose their
Celebrity hair idol?
Numerous mentions of natural,
healthy looking, luxurious hair
Being able to do anything with it Being able to do anything with it
People tended to favour their own natural
colour type e.g. brunettes favouring
brunettes and blondes favouring
blondes
Has your hair changed since
having kids?
YES NO YES
7
NO
12
Thicker
Thinner
Greyer
Baby hair
Hair care routine thermo-map
daily 2 days 3 days more
wash
wash & condition
wash, condition &
style
wash & style
*Darker the colour the more mentions
Brands used*
*Size of text reflects number of mentions
Why brands used?
High prevalence of switching behaviour
due to price promotion nature of
category category
Little brand loyalty other than to
specialists (H&S, Aveda)
I tend to be brand
disloyal as i feel
changing the brand is
good for my hair. It also
depends on promotions
in store.
usually try out a
different shampoo and
conditioner every
time I buy a new one.
To dye or not to dye?
no
yes
no
Attitudes to Colourants
I swear by Nice'n'Easy. It's
usually on offer, has great
grey coverage and looks
natural.
I dye my hair dark brown,
due to the increasing
number of grey hairs
(brought on by parenthood,
I'm sure)!
if I had the time I'd love to
be blonder.....bit scared to
start as I think you have to
keep on doing it every few
weeks and I darent commit
to that!!!
I get highlights every 3
months - I wait until the
point of desperate due to
the cost. I have boring
mousey brown hair so I
think it looks dull if I don't
put highlights in
Cost of salon colourants puts some off, whilst
others prefer a more professional result
I have it done at a salon
about every 4 months. Saves
making a mess at home!
These days times is of the essence and
it is a lot easier to just do it at home. If I
get it done at the salon I will get
highlights (blondey, reddish & dark
brown all over). At home somewhere in
the brown range but it is not
necessarily the same colour every time.
[dyed it]a few weeks back with John
Frieda Foam 6G. It was good and easy to
apply. When I was feeling richer I used
use home dye from boots think it is
Clairol to cover grey. BC [Before
Children] used to go to salon.....sighs......
I have my hair highlighted at
a salon, I wouldn't trust
myself to have a go at home.
It is also a really nice bit of
me time!
apply. When I was feeling richer I used
to get highlights in a salon but not now...
maybe when I'm back at work
Initially got it done at a salon but have
started using john freida dye as it's just
as good and a hell of a lot cheaper.
Battle of the Bottles:
Fairly even split of
those opting for
brunette and those
for blonde for blonde
A cut above
I dream of having my
hair done. I used to
think of it as my right,
now it is a total luxury.
I used to go to a salon, but
since becoming friends with
a hair dresser I get her to do
it . I do miss the treat of
getting my hair done at the
hairdressers
Periods between haircuts
can vary anywhere
between 6 weeks and 2
years! Averaging around
3-6 months
50/50 split between salon vs
getting a mobile hairdresser
(mainly for convenience
once had children)
3-6 months
Feel like a million dollars
once had hair cut
A luxury that even our
busy mums make time
for
We proposed a new product to our mums to
gauge reactions and see how they evaluated
new products in general.

Very few had heard

of Argan Oil or
Moroccan Oil

Initial reactions
They are more expensive than
other brands though so this
has put me off purchasing
them. It does seem to have lots
of benefits which are great if
you want to improve the
condition of your hair.
Never heard of it
before. Sounds good
in theory.
I've never heard of this
before. It may work, it may
not. I tend to stick to
products that I know work
with my hair
Not heard of it before. It
sounds good and easy to
use. Would give it a try but
have a feeling it may be
rather expensive!
No I have never heard of
this before. Sounds like a
miracle treatment.
I've never heard of it
haven't heard of it before
Looks like it has loads of
benefits and am definitely
interested.
Sounds like a great natural
product that's a multi-
tasker too. Interesting
Think I might have heard
of this- but not sure where.
It might be similar to the
Morrocanoil
I've never heard of it
before. It sounds wonderful
and even though I am
happy with my hair it's
always nice to give it a
treat.
Never heard of it. It sounds
great but as we discussed
yesterday I am not a big
believer in claims made!
Not heard about this
before. I tend to steer clear
of oils, as my hair gets
greasy quickly. The
application looks a bit of a
nightmare
Barriers to purchase

8 mentions that putting
oil onto your hair would
make them worry about
making hair greasy
enough to put them off
purchasing
5 mentions of the

5 mentions of the
perceived time involved
with application would
prevent people using it


4 mentions that the ps
thought it could be
expensive (in the region
of 15)
how convince to try it
Being given a sample
Endorsed product
claims
Celebrity
Recommendation
from a friend
Celebrity
Research behind the
product
Well known brand
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please contact: please contact:
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richardclark@internetmr.com
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