Consumer Research

For Beiersdorf, the needs of consumers are not a mystery – because systematically surveying and observing consumers is, among other activities, an important component of daily product development at the research center. And since being close to consumers is so important to Beiersdorf, in 2009 the company significantly expanded its department for product evaluation and consumer research at the center.

What Consumers Want

Product and consumer research employees regularly speak with consumers about their usage habits and expectations. Beiersdorf product developers glean valuable information from these discussions about how the characteristics of creams, shaving foams, shampoos, and soaps are experienced, judged, and desired. The employees at the research center gather these detailed insights in the center’s own study rooms – in bathrooms designed especially for this purpose, they can observe how consumers use a variety of products. In this process, they gain important knowledge about how usage and packaging can be optimized and how the products can be designed so that they are even easier to use.

To preserve the status of the most popular body care brands, Beiersdorf surveys consumers around the world – from Thailand to Russia, from Brazil to India. Wherever Beiersdorf is active in the market, the company allows consumers there to evaluate its products. This is because despite needs specific to different countries, the high quality of Beiersdorf’s products must always be guaranteed.
A further focus of the company’s product research activities is the evaluation of cosmetic products’ tactile properties, which is carried out by panels of trained experts. Beiersdorf began allowing trained employees to analyze the sensory properties of creams back in 1997. In highly standardized testing procedures, the panelists describe the properties of creams and lotions directly during and after application, including their solidity, spreadability, moisture content, and feeling on the skin, like silkiness. By working with panelists, it can be determined which type of products consumers in different parts of the world desire.

Descriptive panels at the research center. Since 1998, external trained subjects have taken part in what has grown to a total of four descriptive panels at Beiersdorf. Since the panels’ inception, over 10,000 creams and lotions have been evaluated, with 250 descriptive panels being conducted in 2012 alone.

Consumer Research at the Beiersdorf Research Center

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