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Case Study - Market Segmentation
Total Respondents: 500Results Collected from 12.17.10 – 12.21.10
Research study conducted by:
How old are you?
18-24 25-300%
10%20%30%40%50%60%70%80%90%
100% 74%
26%
Do you wear makeup?
Always Sometimes Rarely0%
10%20%30%40%50%60%70%80%90%
100%
46% 45%
9%
What age did you begin wearing makeup?
5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1% 1% 0% 1% 1%4% 5%
10%
18%15% 13%
15%
6% 6%2% 1%
How did you learn to put makeup on? (Please select all that apply)
0%10%20%30%40%50%60%70%80%90%
100%
51%
68%
17%22%
7% 9%
Resource 1
Resource 2
Resource 3
Resource 4
Resource 5 Other
Do you have a role model in the fashion and beauty industry?
Option 1 Option 2 Option 30%
10%20%30%40%50%60%70%80%90%
100%
25%
55%
20%
What characteristics are important to you when choosing a “role model?” (Please select all that apply)
0%10%20%30%40%50%60%70%80%90%
100%
53%45%
13%
72%
33%
Characteristic 1 Characteristic 2 Characteristic 3 Characteristic 4 Characteristic 5
Do you enjoy putting on makeup?
Option 1 Option 2 Option 30%
10%20%30%40%50%60%70%80%90%
100%
62%
6%
33%
Do you consider putting makeup on a...(Please select all that apply)
0%10%20%30%40%50%60%70%80%90%
100%
46%
63%
14%
34%
7% 3%
Description 1
Description 2
Description 3
Description 4
None of the Above Other
What makeup products do you typically use? (Please select all that apply)
0%10%20%30%40%50%60%70%80%90%
100%
75%
18%
57%51%
75%65%
20%
69%
3%
Makeup Type 1
Makeup Type 2
Makeup Type 3
Makeup Type 4
Makeup Type 5
Makeup Type 6
Makeup Type 7
Makeup Type 8 Other
Do you want to look natural with your makeup?
Option 1 Option 2 Option 30%
10%20%30%40%50%60%70%80%90%
100%
66%
5%
29%
Natural beauty means... (Please select all that apply)
0%10%20%30%40%50%60%70%80%90%
100%
42%49%
33%
17%
39%
22%
Definition 1
Definition 2
Definition 3
Definition 4
Definition 5
Definition 6
Do you feel that taking good care of your skin or wearing makeup is more important for your beauty?
0%10%20%30%40%50%60%70%80%90%
100%
49%
8%
38%
5%
Option 1 Option 2 Equal Doesn't Matter
Where do you find your information about makeup? (Please select all that apply)
0%10%20%30%40%50%60%70%80%90%
100%
64% 64%
46% 44% 44%
22%
3%
Resource 1
Resource 2
Resource 3
Resource 4
Resource 5
Resource 6 Other
What do you consider when buying makeup? (Please select all that apply)
0%10%20%30%40%50%60%70%80%90%
100%
38%
11%
34%
68% 65%
51% 43%
27%
2%
Option 1
Option 2
Option 3
Option 4
Option 5
Option 6
Option 7
Option 8 Other
What makeup brand do you typically wear? (Please select all that apply)
Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Brand 6 Brand 7 Brand 8 Brand 9 Brand 10
Brand 11
Brand 12
Brand 13
Brand 14
Brand 15
Brand 16
Other0%
10%20%30%40%50%60%70%80%90%
100%
16%6%
38%
10%
28%
47%57%55%
16%22%
6%
24%
6% 7%17%
25%
9%
Which of the following impacts your decision when deciding what brand of makeup to use?
(Please select all that apply)
Option 1 Option 2 Option 3 Option 4 Option 5 Other0%
10%20%30%40%50%60%70%80%90%
100%
30% 32%
16%30%
77%
3%
Do you enjoy buying make-up?
Option 1 Option 20%
10%20%30%40%50%60%70%80%90%
83%
17%
How often do you purchase makeup?
Time 1 Time 2 Time 3 Time 4 Time 50%
10%20%30%40%50%60%70%80%90%
100%
14%
42% 35%
6% 3%
Where do you purchase your makeup? (Please select all the apply)
Location 1 Location 2 Location 3 Location 4 Location 5 Other0%
10%20%30%40%50%60%70%80%90%
100%
66%
45%
24% 28% 30%
5%
How would you describe your typical makeup purchasing experience?(Please select all that apply)
Description 1
Description 2
Description 3
Description 4
Description 5
Description 6
Description 7
Description 8
None of the above
0%10%20%30%40%50%60%70%80%90%
100%
41%49% 49%
44%
4% 7% 4%17%
6%
How would you describe your typical makeup purchasing experience?
Description 1 Description 2 Description 3 Description 4 Description 50%
10%20%30%40%50%60%70%80%90%
100%
3% 5%
28%
47%
18%
How do you feel about the makeup that is available to you?
Option 1 Option 2 Option 30%
10%20%30%40%50%60%70%80%90%
100%85%
10%5%
How do you feel about the prices you pay for makeup?
Option 1 Option 20%
20%
40%
60%
80%
100%62%
38%
Do you feel there are enough makeup product choices for your age?
Option 1 Option 2 Option 30%
10%20%30%40%50%60%70%80%90%
100% 78%
11% 11%
How important is the product packaging?
Importance Scale 1
Importance Scale 2
Importance Scale 3
Importance Scale 4
0%10%20%30%40%50%60%70%80%90%
100%
17%
46%
13%24%
How important is it that the product packaging is eco-friendly?
Importance Scale 1
Importance Scale 2
Importance Scale 3
Importance Scale 4
0%10%20%30%40%50%60%70%80%90%
100%
25%
42%
14% 18%
How important is the quality of product ingredients?
Importance Scale 1
Importance Scale 2
Importance Scale 3
Importance Scale 4
0%10%20%30%40%50%60%70%80%90%
100%
53%
35%
7% 5%
What magazines do you read? (Please select all that apply)
Magazine 1 Magazine 2 Magazine 3 Magazine 4 Magazine 5 Magazine 6 Magazine 7 None of the Above
Other0%
10%20%30%40%50%60%70%80%90%
100%
40% 41%
29%38%
28%26%
9%21%
6%
Do you know the following fashion models? (Please select all that apply)
Model 1 Model 2 Model 3 Model 4 Model 5 Model 60%
10%20%30%40%50%60%70%80%90%
100%
64%
18%
57%
82%
35%
20%
Are you interested in makeup looks from past eras?
Option 1 Option 2 Option 30%
10%20%30%40%50%60%70%80%90%
100%
51%
28%21%
Whose makeup look do you most closely identify with?
Option 1
Option 2
Option 3
Option 4
Option 5
Option 6
Option 7
Option 8
Option 9
Option 10
Option 11
None of the above
Other0%
10%20%30%40%50%60%70%80%90%
100%
5% 8% 9% 7%9%
1%
16%9% 7% 6% 5%
16%
3%
Which of the following best describes your ethnic background or descent?
White
or Cauca
sian
Black or A
frica
n Ame...
Hispanic o
r Latino
Asian or P
acific I
sla...
Prefer not to
answer
Other0%
10%20%30%40%50%60%70%80%90%
100%
59%
5% 9%18%
6%3%
A B O U T T H I S S U RV E Y
This survey was conducted online via social networks 12/17 – 12/21/2010 among 500 individuals.
This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be
calculated.
For more in depth survey methodology, please contact Lab42 at [email protected]