Our client developed a new hair care product but did not achieve the desired success in the market. XSIGHTS Research and Consultancy designed a product test when the negative customer feedbacks about the newly-developed product began to harm the wider brand perception. In the study, customers received hair care products appropriate for their hair style, used the products for two weeks and were asked to write a diary during this time.


The diaries provided daily information about the changes (and reasons behind changes) in emotions, thoughts and behaviors before, during and after washing. Prejudices towards the product, unmet expectations and well-liked characteristics, undiscovered methods of usage and brand impact of the product were evaluated in detail. The most effective way of use with respect to hair style was determined, and substantive insights about the product were provided.