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Attitudes and Beliefs in the US, UK and China

Buzzback
March 1, 2011
40 Pages - SKU: BZZ6393538

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Countries covered: China, United Kingdom, United States

Overview

BuzzBack completed this study in order to explore women’s practical and emotional relationships with beauty and beauty products, including color cosmetics, skin care, and hair care products. The goal was to understand category usage for these products, but also to uncover the bedrock emotional perceptions and attitudes of women towards their personal appearance and self-image, and how these might influence their choice of beauty products.

Using BuzzBack’s proprietary eCollage™ tool, we were able to identify new insights related to appearance, beauty and - most importantly - personal emotions associated with how women approach their beauty regimes, put themselves together day-to-day, and present an image to the world. BuzzBack’s eCollage™ allows respondents to create an online collage that expresses how they feel about a particular topic - in this case, their personal appearance. This patent-pending technology yields richer and deeper insights than those uncovered through standard online probing techniques.

The study also made use of Language and Behaviour (LAB) profiling, a linguistic technique used to identify frequently occurring language patterns in verbatim text. It was used in this study in conjunction with The Best Organisation. The technique is derived from the field of NLP (Neuro Linguistic Programming) and uses the language patterns in the profile to reveal how consumers think and behave in a specific context.

The study, fielded 5/13 - 5/20/10, includes n=1010 women in the US sample, aged 25-64, with a sample representative of US census on age, gender and ethnicity. A smaller sample of female UK respondents (n=510) and Chinese respondents (n=517) were also recruited and included in the study. (N.B. Chinese respondents were largely recruited from Tier 1 and Tier 2 cities.)

A similar study, fielded 11/14 - 11/29/05, with a sample size of n=1059 in the US, is also used in places as a comparison.

1. The Study: A Brief Overview
2. Context: How She Feels
3. Attitudes, Perceptions and Goals: 3.1 Defining self-image; 3.2 Primary Appearance Concerns; 3.3 The goals of change; 3.4 Level of change; 3.5 Economic impact: attitudes and effects
4. Category Usage: 4.1 Frequently used products; 4.2 Source and purchasing behaviour; 4.3 Colour cosmetics; 4.4 Facial skin care products; 4.5 Body care products; 4.6 Hair care products; 4.7 Spas
5. Perceptions of Appearance: Visual Representations: 5.1 Visual Representations: US; 5.2 Visual Representations: UK; 5.3 Visual Representations: China
6. Revealing Common Themes: 6.1 Chaos. Stress. Burn-out.; 6.2 Presenting the Public Face; 6.3 Natural Beauty; 6.4 Achieving balance and harmony; 6.5 Healthy body, healthy mind
7. How Women Speak About Appearance: Language Analysis: 7.1 See/Hear/Read/Do; 7.2 Toward/Away From; 7.3 Internal/External; 7.4 Sameness/Sameness with Exceptions/Difference; 7.5 Person/Thing
8. Conclusions and Recommendations
9. Appendix: 9.1 Methodology; 9.2 Questionnaire; 9.3 Partners
Diagrams: 1 Prioritising of Environmental and Lifestyle Factors; 2 Descriptions of Personal Style: US; 3 Descriptions of Personal Style: UK; 4 Descriptions of Personal Style: China; 5 Beauty and Health Concerns; 6 Reasons for Using Colour Cosmetics; 7 US Word Cloud: Desired Personal Appearance Changes; 8 UK Word Cloud: Desired Personal Appearance Changes; 9 China Word Cloud: Desired Personal Appearance Changes; 10 Effect of Economy on Purchasing for US; 11 Effect of Economy on Purchasing for UK; 12 Effect of Economy on Purchasing for China; 13 “Go-To” Brands for US and UK; 14 Important Factors when Purchasing Cosmetics; 15 Important Factors when Purchasing Cosmetics (cont.); 16 Reasons to Use Facial Skin Care; 17 Important Factors for Bath and Body Products; 18 Hair Concerns; 19 How You Feel After a Spa; 20 Image Associations and Happiness Levels with Appearance; 21 Unique Collage Images and Associations

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