Integrating consumers in product development
In 2015, Beiersdorf conducted about 1,800 studies with about 38,000 participants across all regions.
The primary goal of the researchers in developing new products is fulfilling the needs and desires of consumers. For this, the company has been using the most modern measuring techniques and evaluation processes as well as modern methods of consumer research for decades. Even in testing new ideas and prototypes test subjects are brought in right at the beginning. To this end in March 2009, new spaces in the test subject center were opened with bathrooms and a dedicated research lab. There, wrinkles are measured, sweat levels are determined, the loss of water by the skin as a measurement of barrier function is recorded, observations of use are conducted, how skin feels is evaluated and surveys about product performance that can be experienced are conducted.