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A Decision Analyst Proprietary Panel of Users
Case Study
Category: Tanning Products
Summary
A large consumer-packaged goods company wanted to gain insights into two consumer
groups’ attitudes, usage, and behaviors toward tanning products, over
a period of 16 months. This time period of research was necessary to understand
differences in product usage during peak tanning season and off-season.
Research Objectives
The objectives of the research were to:
- Understand behaviors and usage habits of consumers.
- Elicit additional input on usage, such as other products used, as well as
record demographic and lifestyle questions.
- Gain insights into why consumers enter and leave the category, what products
or services they move on to, and what would motivate them to use these products
in other seasons.
Research Design and Methods
The research was conducted via an online survey. Consumers were recruited from
Decision Analyst’s American Consumer Opinion®
Online panel, screened, and qualified to fall into one of two user groups.
Screening also required that participants had a digital camera and the ability
to upload pictures to the online survey. Once screened, consumers were asked
to participate on an ongoing basis. An appropriate incentive was offered to
encourage continuous participation. The online survey was programmed so that
a survey could not be answered online until the previous week’s or month’s
survey responses had been made. This process encouraged consumers to record
their survey responses in order and as promptly as possible. The basic survey
was 10 minutes in length, and periodically the client team added additional
open- or closed-ended questions (typically once a month) to answer questions
raised from the responses, as well as questions about current market conditions
and competitive products. Retention rates remained high, as the survey was of
high interest to users. Therefore, no additional recruiting was needed over
the 16-month period.
Qualitative Component
After the first three months of research, the client wanted to better understand
the needs, feelings, and motivations of the consumers. A question was added
to the survey asking consumers to participate in a 30-minute, in-depth interview
via telephone. An appropriate incentive was offered.
Decision Analyst’s qualitative team
conducted 15 in-depth interviews, with the client team monitoring the calls.
A summary report was delivered to the client, along with a CD that included
the findings of the research as well as audio clips of consumer quotes (actual
audio from the telephone interviews).
Results
The client had a number of internal clients from the brand team who had high
interest in this research. New questions were frequently raised and added to
the survey to better understand complex shopping and usage behaviors, competitive
threats, and product improvements. The client used the quantitative and qualitative
research for messaging and promotions, as well as input for product refinement
and development. They plan to continue the survey for another 16 months.
Copyright © 2010 by Decision Analyst, Inc.
This article may not be copied, published, or used in any way without written
permission of Decision Analyst.
Online Marketing Research Services
If you would like more information on Online Research or Customer Panels, please
contact Jerry W. Thomas (jthomas@decisionanalyst.com)
or Kay White (kwhite@decisionanalyst.com)
or by calling 1-800-ANALYSIS (262-5974) or 1-817-640-6166.
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