For premium beauty tools maker Tweezerman, the secret to creating products that help people look and feel their very best is to constantly keep up with consumers. The company prides itself on its consumer-focused product innovation and business strategy, both of which are fuelled by insights from SurveyMonkey.
“Prior to SurveyMonkey, we asked ourselves, which retailers and departments draw our main shoppers? Which product do we launch? What are the needs of local markets?" explained Julia Bland, business development coordinator at Tweezerman.
When the company decided to double-down on its consumer-centric philosophy, Tweezerman knew it needed market data that would uncover all those answers and more. It turned to SurveyMonkey for support with its critical business goal: scaling and speeding up its consumer data flow to guide global business strategies in real time.
“Using SurveyMonkey, we can validate everything with consumers in a few days.”
Julia Bland, Business Development, Tweezerman
Establishing a constant flow of market research data
With the help of SurveyMonkey, Tweezerman launched an in-house research programme to support its consumer-driven approach to product and brand development.
With periodic brand studies from SurveyMonkey Audience, the company can measure brand health, track Net Promoter Score (NPS®) for its own brand and competing brands, zero in on consumers’ favourite shopping destinations, and keep a live pulse on consumer preferences and trends across the US, Asia and Europe.
Together, these insights allow Tweezerman to constantly improve its strategy and stay agile in the increasingly shifting retail industry. “We use SurveyMonkey to get real consumer input, and we can validate everything in just a few days,” said Bland. “It’s a great way to get consumer feedback on a large scale in a short amount of time for a reasonable cost.”
“It’s no longer about intuition. We develop our brands based on quantitative consumer feedback and holistic, global market knowledge.”
Julia Bland, Business Development, Tweezerman
Using consumer-centric data for strategic brand decisions
For more than three years, Tweezerman’s SurveyMonkey-fuelled market research programme has generated a stream of reliable consumer data that feeds its global brand strategy. The company has even validated 10 of its product ideas through survey data, which helps the Tweezerman team act with confidence.
“SurveyMonkey has really good panels,” Bland said. “We get deeper knowledge, so it’s no longer about intuition. We develop our brands based on quantitative consumer feedback and holistic, global market knowledge.”
Bland noted that not only does SurveyMonkey offer a “big sample size without stretching the available budget”, but it also has “expert help” when she’s facing a decision or a project that requires guidance.
“It’s really amazing customer support,” she said. “That’s one of the competitive advantages of SurveyMonkey.”
NPS, Net Promoter and Net Promoter Score are registered trademarks of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld.
