Objectives:

The client aimed to build a cosmetics consumer insights panel for their qualitative research and development projects. The primary objective was to create a reliable and diverse consumer panel for R&D, ensuring high-quality feedback to refine product development. To also minimize repeat respondents in studies and ensure high-quality feedback for product development. This initiative was executed in two stages:

Stage 1.1: Identification and shortlisting of potential panellists (estimated 750).

Stage 1.2: 500 final panellists were selected based on articulation and technical parameters (skin/hair).

Stage 2: Recruitment and coordination with panellists for participation during individual studies was done.

Methodology:

The client leveraged  Market-Xcel’s "Consumer Connect" panel, to access high-quality respondents through a structured and reliable screening process. Market-Xcel’s Consumer Connect Panel is known for its expertise in customized consumer panel creation and qualitative insights for cosmetics R&D.

Recruitment Approach:

• Geographical Division: The city was divided into four zones (North, East, West, and South) and further segmented into sub-zones.

• Team Allocation: Each sub-zone was managed by a team of 3-4 recruiters and one supervisor to avoid overlap and ensure complete coverage.

• Scientific Coverage: Recruiters followed a systematic right-hand rule, ensuring full block coverage in each sub-zone.

• Data Capture: Once respondents agreed to participate, demographic and category usage information was captured using Tablet PCs (CAPI).

The client utilized Market-Xcel’s Consumer Connect Panel, known for its expertise in customized consumer panel creation and qualitative insights for cosmetics R&D.

Findings:

• Panel Recruitment: Successfully recruited 500 high-quality panellists who met the client's technical requirements, including specific skin and hair characteristics.

• Panel Profile Insights:

  • Gender: 100% female panellists.

  • Age Distribution: Most panellists were between 25-44 years old, accounting for 63% of the panel.

  • Socioeconomic Class (SEC): 43% of the panellists fell into the B1-B2 socioeconomic categories.

  • Education: 23% were graduates/postgraduates in general streams, while 58% had completed secondary/high school.

  • Income: The majority (79%) had a household income between INR 10,001 and INR 30,000.

Business Implications/Outcomes:

• High-Quality Research: The carefully selected panellists ensured high-quality, reliable data for the client's R&D efforts. The panel's diversity in terms of age, socioeconomic class, and education provided comprehensive insights into different consumer segments.

• Enhanced Product Development: With the targeted recruitment of panellists based on specific skin and hair attributes, the client was able to fine-tune its product development process, leading to more effective products tailored to the needs of its target consumers. Leveraging targeted recruitment for cosmetics, the client optimized product formulations based on consumer needs.

• Efficient Research Process: Implemented a systematic recruitment methodology that minimized repeat respondents and improved the efficiency of the client's research process.

Challenges:

• Geographical Coverage: Ensuring complete geographical coverage without overlap required meticulous planning to achieve efficient market research outcomes.

• Respondent Quality: Ensuring the reliability and articulation of respondents while maintaining diversity posed an initial challenge, which was addressed through tailored consumer panel recruitment, screening and selection processes.

• Logistical Coordination: Managed the recruitment process across multiple zones and sub-zones necessitated efficient coordination between teams to meet tight deadlines.

Conclusion:

The successful execution of this consumer panel project highlights the importance of a structured and data-driven approach in qualitative research. Through premium respondent recruitment solutions and "Consumer Connect" panel the client achieved efficient and reliable research outcomes, underscoring Market-Xcel's expertise as a leading consumer panel provider for R&D. The project not only minimized the risk of repeat respondents but also optimized the recruitment process, leading to more actionable insights and better product alignment with consumer needs. This collaboration serves as a strong example of how strategic partnerships and innovative methodologies can drive meaningful business outcomes in market research.