The team devised a comprehensive programme of work which included:
Ethnographic observations in stores
Post-purchase interviews with ethnic minority women to find out what they bought, how much they spent, whether they found what they were looking for, their views on the service they received
An online research community with a sample of the brand’s sales representatives who are themselves from ethnic minority backgrounds to draw on their extensive experience, greater sensitivity to and contact with ethnic minority shoppers
An online research community with ethnic minority women to understand their skincare concerns and needs, product usage, spend on cosmetics, brand perceptions
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