Angela Giebner on “women in research”
Marktforschung.de talks to our co-MD in Berlin on the issue of Women in Research.
We‘re extremely proud – and happy – to have worked on the recent study published by Beiersdorf’s Eucerin brand and insights team: What Moves Women?
The study examines the question: what really moves women? A topic that is particularly relevant in the context of the added burdens placed on women during lockdown, fulfilling multiple roles.
Eucerin had originally conducted a large-scale quantitative study for their Frauenstudie 2020 with statista, repeated subsequently as Frauenstudie 2021.
The goal: to examine perceptions of skincare in the context of contemporary femininity, including a broad range of views from younger women to the more mature – 18 – 75 year olds.
The report surfaced four main insight areas:
– shifts in the definition of female multi-facetedness, influenced by a heightened awareness of perfectionism, activism and political discourse
– new, more diverse role models
– adjustments in pampering and skin care requirements
– comparison with other women.
The quant results showed clear differences by age groups – with younger women under more competitive pressures than older cohorts.
But how was that expressed? How did women feel and cope? What were the underlying motivations?
To generate in-depth insights, address causality, and with the intention of generating enlightening stories, Eucerin asked Happy Thinking People to engage in a programme of qualitative research – to get under the skin of women, to find out what really moves them.
The results were fascinating – you can download a copy of the summary here: Eucerin Frauenstudie
Our approach demonstrated that a carefully crafted fusion of qual approaches can complement quantitative data extremely well to deliver a well-rounded picture. The qual-quant combination allows managers to identify market structures as well as the underlying drivers.
In brief: We engaged in a 3-stage process starting with a mulit-day mobile ethnography with consumers between 20 – 70, which formed the platform for targeted (2) screen-on-screen in-depths interviews with each of them. The fusion process then involved a (3) series of expert interviews – using both internal available expertise and knowledge and external sources.
The mix was powerful.
We’re proud of the results – and proud to be part of this amazing team work!
If you’d like to hear more about how our qual work can power your brand, help you understand your audiences better, working in tandem with existing research – please get in touch. We’d love to talk – email@example.com