Digging Deep into Drivers
	OPPORTUNITY DISCOVERY

A health and beauty company conducted two product tests in 2008 in both the U.S. and China. As a secondary purpose for the studies, the company wanted to explore and compile a cumulative viewpoint on the impact of ethnicity and age. The hurdle for this client was to determine how to allocate resources to generate the strongest reach across all groups.

The Pert Group conducted new research and utilized existing data to develop a cumulative viewpoint on the topic.

• We analyzed the studies conducted in the U.S., which had augments of the desired ethnic groups as well as a good mix of women of a variety of ages. 
• Supplemented with previous research, we explored the data to address questions concerning preference, perception, usage and behavior differences by ethnicity and age. 

On the surface, we discovered that a top tier of benefits applied regardless of ethnicity and age. However, digging deeper into secondary drivers, we uncovered large differences between ethnicities and age groups, providing an actionable means of targeting specific needs with certain benefits. To more accurately portray consumers’ changing needs and product opinions, we recommended that future research be conducted with a global perspective when possible, and/or with augments of various ethnicities in U.S. studies.