For a beauty company like Olay, competition doesn’t just come in the form of other products and companies – but also other treatments and therapies, including cosmetic surgery.
So it’s vital for a brand like Olay to be able to understand how its target audiences thinks and speaks about cosmetic surgery – and how attitudes to the topic are changing over time – so that it can position its own product marketing accordingly.
Traditional qualitative methods such as focus groups have struggled to come up with objective insights on cosmetic surgery because of observer bias and the obvious sensitivity of the topic. To compound the issue, there was also a lack of available research prior to 2014.
So we were challenged to find a way to come up with objective, actionable insights, going from further back in time and right up to the present.