The Testament

How a Men's Grooming start-up captured market and consumer data from 600 salons in 2 cities, with the help of The Testament® Data Acquisition Capabilities.

Challenge

Men’s grooming as a category has been experiencing high growth in recent years and is slated to grow at 14% CAGR for the next 5 years. Recent years have seen start-ups come into the category with the intention of exploiting the growth potential in this field. The client in context was a men’s grooming start-up which required market data to successfully foray into the field. The client had primarily four objectives:

To gauge brand awareness
To measure customer satisfaction
To understand factors driving growth in the category
To spread awareness among retailers and consumers

The drive had to be organised in two cities: Mumbai and Bangalore.

Solution

Based on the objectives of the research, it was structured as an exploratory cum descriptive study. A questionnaire was designed by The Testament® which was approved by the client after reviews. A sample size of 610 salons (299salons in Mumbai, 310 salons in Bangalore) were selected for the survey. 8 Facilitators (4 in Mumbai, 4 in Bangalore) were deployed on-ground administration of the survey, to be done over a period of two weeks. Once the survey was administered and data captured, the facilitators also raised brand awareness of the company by providing free samples to the salons.

Results