Understanding The Male Grooming Category

Well aware that young men typically start shaving with manual blades before moving on to using electric shavers, this world-leading electrical goods business wanted to develop a deeper understanding of the male grooming market.

As the product range, quality and communications of manual shaving competitor brands became more sophisticated, the company was concerned that it may lose valuable market share, not only to other manufacturers of electric shavers but also to manufacturers of manual shaving products.

It needed to find ways to cut through and disrupt the shopping behaviours of young men. Using Further’s platform to create online research communities, the researchers invited young men and their partners to discuss their shaving habits, the products they use, their perceptions of various brands, their considerations when purchasing and using shaving products, the looks they like, and what partners like (or dislike) in terms of shaving, trimming and grooming. The design went well beyond standard ‘brand perceptions' research. It combined diaries in which participants noted their grooming rituals and relevant advertising, marketing or editorial material (online and offline) they noticed over the week.


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