OBB: luxury skincare consumers, China

Our client produces luxury skincare products. They wanted to better understand female consumers’ perceptions of the client’s brand and their opinions of the skincare range. FieldworkHub was asked to find nine creative, engaged beauty product enthusiasts from different parts of China and to recommend a suitable platform to host a 14-day online bulletin board. We were also asked to arrange local moderation, translation of the study materials from English to simplified Chinese, and of back translation of consumers’ responses from simplified Chinese into English.

For this project, the FieldworkHub team organised a briefing between our client and our moderator early on in the preparation phase to ensure that there was complete understanding on how the research would run. We then kicked off recruitment amongst three separate cohorts of Chinese luxury consumers, representing different segments of our client’s customer base.

We used a personality-based supplementary screener to ensure that all respondents were going to be creative, articulate and constructive in their insight, and once we had onboarded them to our chosen OBB platform our moderator followed their progress carefully each day, probing for further information and nudging for task completion where necessary.

Our client was extremely pleased with the creative responses given by our participants and the great work of our Chinese moderation team.