Because Beiersdorf takes its consumers seriously, not only sensory studies but also systematic consumer surveys and observations are an important part of daily product development work.
We Find Out What Our Consumers Want
Since the 1990s, trained consumers have evaluated how Beiersdorf’s innovations feel like and how they perceive their performance. Since the 1980s hair care and styling products have been assessed by hairdressers at the company’s own hair styling salon.
Beyond this, the employees of the Product & Consumer Research also communicate with consumers on a regular basis in order to get insights into their usage habits and desires. On the basis of this exchange, Beiersdorf product developers gain valuable information regarding how the attributes of e.g. creams, shaving foams, shampoos, and soaps are perceived and evaluated – and if they are desirable. Furthermore, usage of different products can be studied exactly in the company’s own bathroom like study facilities, which have been set up strictly with this purpose in mind. In doing so, products with improved user-friendliness can be designed.
