Erik van Bergen

An initial step is to prepare study participants by "sensitizing" and preparing them for upcoming group sessions. An activity kit was developed which included a day in the life diary. This kit helped trigger thoughts and emotions related to the participants' context and use of beauty products. 

The team visited beauty and department stores to recruit customers who fit the profile of potential RéAura users. 8-10 participants were recruited to provide a range of insights from a manageable group size. 

Having completed their sensitizing kits, study participants joined a generative session with other participants. They were asked to create image posters that expressed their feelings towards statements associated with the use of beauty products. A random collection of simple images – open to interpretation – were provided as tools to create collages. Participants then used these posters as conversation tools when presenting to the group.

Audio and visual recordings were made during the generative session. Freeform discussions during the "making" stage, as well as the more formal presentation and group discussion of collage posters, produced large troves of data. Transcripts were created, coded with themes and then grouped so that patterns could emerge.

The thematic patterns allowed the team to uncover insights into user motivations and emotions associated with using skincare products. Findings were presented through infographics that were in keeping with the energetic, highly-participatory nature of this qualitative research.

Transcripts and sensitizing kits were compiled and themes among participants became the basis for distinct user personas. Each persona represented unique motivations behind the use of skincare products. This would help in tailoring product information in a manner that connects with each type of user.