Understanding the online journey of skincare consumers

The issue:

Our client, a skincare company, needed to better understand the online journey of the consumers when researching and purchasing skincare products, in order to optimise their online strategy.

What we did:

We passively monitored the devices of dry skin sufferers to measure their actual online activity, complemented by a mobile diary to uncover the motivations and link to offline purchases.

Key insight:

Understanding how, when and for how long consumers engage with branded online content, and how it fits within a wider browsing session.

Impact:

Helped inform the client’s digital messaging and choice of online touch points to ensure the key messages were able to break through online clutter.

Approach:

Learn more about passive measurement

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