ABSTRACT
Hair care consumer product testing can be extremely challenging and complex because there are many factors that make it different from other types of product testing. The products typically deliver not only functional benefits like cleaning and hold, but also psychological benefits. Hair often acts as an ornament to express one’s individual personality. Product aesthetics, like fragrance, can often be as important as functionality, and preferences vary widely. Needs, tastes, styles, and preferences change over time culturally and as consumers age. There is a very high level of fragmentation in the hair care category. Product characteristics such as fragrance, color/appearance, consistency and texture can all significantly impact perceptions about product performance. Packaging functionality and appearance can also significantly affect overall perceived product performance. Qualitative research can take many different forms, driven in part by how many consumers participate in a session.
