Secondary research: Previous market research and focused questions

Research on Bath Bombs:

Based on Secondary research on previous market research, we can see what kind of questions to ask consumers on possible surveys, questionnaires, focus groups, or other areas of primary market research. This way we can determine what areas are important to focus on when collecting the data, and concentrates what information we are getting to make our primary research more efficient. To do this, we can look at similar surveys, to gather which questions are the most asked, and which questions will be the most relevant to us. We will also be able to determine how to word these to get the answers we want, and how to create a product that will be the best suited to our market.
The first is a survey is based around soap/bath consumer behaviour, and is looking at how often consumers would actually use the product. The first half of the survey is defining the consumer, to see who this survey is actually affecting. The results show that 5/9 were female, with an age range between 20-40, and an average age of 24. The next few questions look at how often you would use it, or whether it would be something you wouldn’t actually use. It showed that 4/5 regularly used a bath over the shower, and would purchase bath products from grocery shops rather than specialist shops. We assume this is due to convenience reasons, as it would be a waste of time to go out to a specialist shop when you can simply purchase it with your weekly goods. The next questions focus on the reasons why you would purchase the product and we discovered that they are commonly purchased for gifts, or purposes other than to use as a personal luxury item. When completing our own survey, it would be better to use a larger number of people to gain a better grasp on the information it will produce.
The next area of previous research we investigated was personal research done by consumers. We came across a story where an everyday consumer tested the bath bombs from Lush in America, and commented on the areas she liked and disliked, mainly focusing on changes in the colour of the bath water, fizz length, tub residue, and overall bath experience. She mentioned first that the colour of the water didn’t change too much, which was a good thing as she said she wouldn’t want to have a bath in completely discoloured water. Next she talked about how the certain one she tested fizzed for the entire time she left the water running. Apparently it would be more enjoyable to simply use a few smaller bombs and have the fizz time stretched out. This is an important piece of information for us, as this is dependent on personal preference. Some people might prefer using only one bomb, while others might prefer to use several smaller ones. The tub residue test was a fail, as it left small granules after exiting the bath. When producing the products, we have to keep in mind the size of the different components and make sure that it won’t leave too much mess after it’s finished. Lastly, she touched on the overall experience of using this particular bomb. From this we can take that we can’t make the fragrance of them too strong, as people don’t like overpowering smell. If we can produce something that matches all of this criteria, our product will be perfect for this specific market.
The last area we researched was consumer feedback on existing products. This was found by looking at consumer review websites, focusing on bath bombs. The feedback was mainly positive, and they all revolved around the product smelling really good both when purchased and in the bath, and having it dissolve properly without leaving any residue. They also mention them discolouring the bath slightly, but nothing that affects the colour of your skin. From all of the reviews, the feedback was basically the same, and has many key elements that we will take into consideration when producing them.
Overall, the research on previous market research gave us more focused ideas on how to layout our plans for primary research, and more factors to keep in mind when creating the products. From this we can see that the questions we focus on will mainly be about consumer preference (colours, smells, fizz, etc.), and will be our open questions. It’s important to define our target market as well, and will be using closed questions to identify gender, age groups, and other information around that. Areas that will be interesting to see the results for are how consumers would rather buy these products (as gifts and sets, or bought in supermarkets or specialty stores), and what aspects of it they would buy them for (personal use, to see what they do, or for other reasons relating to why they would buy them). This secondary research will greatly help the development of our products.

Related links: (no general link, but you can see other reviews by clicking on the related items)


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