A leading market research firm in Belgium sought to gain deeper insights into the shopping and product usage habits of potential body groomer customers in the United States. The project aimed to combine in-store experiences with online community engagement to gather comprehensive data on consumer behavior and preferences.

Objectives:

1. Understand the shopping habits of Walmart customers interested in electric body groomers

2. Gather insights on product usage and preferences

3. Engage participants in both physical store visits and online community discussions

Challenges:

1. Precise profiling and screening of respondents

2. Ensuring completion of all tasks within a tight one-week timeframe

3. Recruiting participants willing to invest time in both store visits and online engagement

4. Coordinating across different time zones (Belgium and USA)

Methodology: Target Profile:

• Gender: Males only

• Age: 18-65

• Shopping Habits: Walmart shoppers

• Purchase Intent: Intenders of buying an electric body groomer

Recruitment and Execution:

1. Screening Process: An 8-minute screening survey was used to identify suitable participants.

2. Sample Size: 4 active participants + 1 backup

3. In-Store Component: Participants visited Walmart stores for approximately 1-1.5 hours each.

4. Online Community: A Square online platform was used for community engagement.

5. Media Sharing: Participants shared photos and videos from their store visits on the online platform.

6. Group Discussions: Two group discussions (10-15 minutes each) were conducted on product-related topics.

7. Duration: The entire study was completed within one week.

Results and Insights:

1. Consumer Behavior: The study provided valuable insights into the shopping habits and decision-making processes of potential body groomer customers at Walmart.

2. Product Preferences: Through in-store visits and online discussions, clear patterns emerged regarding product features and attributes that appealed most to the target demographic.

3. Online Engagement: The Square online community platform proved highly effective in facilitating participant interaction and gathering qualitative feedback.

4. Multichannel Insights: The combination of physical store visits and online engagement offered a more holistic view of the consumer journey.

Business Implications:

1. Product Development: Insights gathered can directly inform future product designs and features for body groomers.

2. Marketing Strategy: Understanding the target audience's preferences and shopping habits enables more targeted and effective marketing campaigns.

3. Retail Partnerships: The focus on Walmart shoppers provides valuable information for strengthening retail partnerships and in-store product placement.

4. Online Community Potential: The success of the online platform demonstrates its potential for future market research projects.

Key Metrics:

1. Participant Engagement Rate: 100% (all 4 active participants completed both in-store and online components)

2. Task Completion Time: 7 days (meeting the one-week deadline)

3. Data Collection Efficiency: Approximately 4-6 hours of qualitative data per participant (including store visits and online engagement)

4. Geographic Reach: Insights gathered from multiple Walmart locations across the United States

Lessons Learned and Future Improvements:

1. Project Planning: The well-structured project setup and execution proved crucial to its success.

2. Time Zone Management: Effective coordination across different time zones was achieved through timely updates and clear communication.

3. Unique Methodology: This project introduced a new type of study combining offline and online elements, showcasing the firm's innovative approach to market research.

4. Future Considerations: Establishing a local presence in major markets like the USA and EU could further enhance project feasibility and execution.

Conclusion: This case study demonstrates our ability to execute complex, multi-faceted market research projects that combine traditional in-store experiences with cutting-edge online community engagement. By successfully navigating challenges such as precise participant profiling, tight timelines, and international coordination, we delivered valuable insights that can drive product development, marketing strategies, and retail partnerships in the competitive body groomer market.