CUSTOMER STORY
Tweezerman grows its global brand with market research
Learn how Tweezerman taps into its market to craft must-have products and boost its brand.
HEADQUARTERS
Port Washington, New York State (USA)
COMPANY SIZE
200
INDUSTRY
USE CASES
OVERVIEW
For Tweezerman, there’s a secret to creating premium beauty tools: consumer insights. When the company made SurveyMonkey the foundation of its market research programme, it was a game-changer for its global business. With SurveyMonkey, Tweezerman can scale and speed up its data flow and enhance both its product and brand development.
THE CHALLENGE
Keep up with customers and build beloved products
Tweezerman prides itself on its consumer-focused product innovation. But before partnering with SurveyMonkey, it struggled to find answers to business-critical questions such as the following: Which retailers did its target audience frequent? Which product should the company launch? What were the needs of local markets? Tweezerman needed up-to-date brand and market data that would reveal all and guide global business strategies.
“We use SurveyMonkey to get real consumer input, and we can validate everything in just a few days.”
Julia Bland
Business Development Coordinator
THE ANSWER
Establish a constant flow of market research data
With SurveyMonkey, Tweezerman launched an in-house research programme fuelled by periodic brand studies. The company relies on SurveyMonkey Audience to measure brand health, track Net Promoter Score (NPS®) for its own brand and competitors, zero in on consumers’ favourite shopping destinations and keep a live pulse on consumer trends across the US, Asia and Europe. In the increasingly shifting beauty industry, these insights allow Tweezerman to stay agile and constantly assess its product and brand priorities.
“It’s no longer about intuition. We develop our brands based on quantitative consumer feedback and holistic, global market knowledge.”
Julia Bland
Business Development Coordinator
Tweezerman
THE RESULTS
A more strategic global brand strategy
Tweezerman’s SurveyMonkey-powered market research programme generates a stream of reliable consumer data that it uses to make more strategic brand decisions. The Audience panel provides a large sample size without stretching Tweezerman’s budget and delivers valuable quantitative feedback. Tweezerman has even validated 10 product ideas through SurveyMonkey, which helps its global team go to market with confidence. And, as Business Development Coordinator Julia Bland noted, having expert help at the ready is a definite plus. “It’s really amazing customer support,” she said. “That’s one of the competitive advantages of SurveyMonkey.”
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Net Promoter, Net Promoter Score and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc. and Fred Reichheld.