Sunless Tanning

For Beiersdorf AG, HYVE conducted a Netnography research project all around sunless tanning. 437 relevant communities from topic fields such as Beauty & Care, Fashion & Lifestyle, Health, Shopping and Bodybuilding and sunless tanning itself were identified. From these Communities, 6 were chosen to be analyzed and 3128 consumer statements coded. On basis of these statements Consumer Insights reflecting problems such as “tanning desasters” or “de-tanning” were derived and later, in a collaboration of market researchers and designers, they were transferred into innovative product concepts and suggestions for products communication.

For Beiersdorf AG, HYVE conducted a Netnography research project all around sunless tanning. 437 relevant communities from topic fields such as Beauty & Care, Fashion & Lifestyle, Health, Shopping and Bodybuilding and sunless tanning itself were identified. From these Communities, 6 were chosen to be analyzed and 3128 consumer statements coded. On basis of these statements Consumer Insights reflecting problems such as “tanning desasters” or “de-tanning” were derived and later, in a collaboration of market researchers and designers, they were transferred into innovative product concepts and suggestions for products communication.

client:

Beiersdorf

product:

Netnography on Self-tanning

 

 

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Stephan Ruppert, Beiersdorf AG

“Netnography is a very effective method to acquire deep qualitative understandings for new consumer groups or topic categories, especially in the early innovation phase.
Often, interesting facets are discovered, which supplement classical Methods and become highly vivid through the original quotes. The HYVE AG is a very professional partner for the implementation of Netnography projects.”