Check out our White Papers
Learn how Indeemo can support your research projects and generate rich, contextual insights that help you better understand your target audience and build empathy across your entire organisation.
Understanding Gen Z's Motivations and Behaviours in Skincare: A Mobile Diary Study
In today's rapidly evolving beauty and skincare industry, understanding the motivations, behaviours, and attitudes of different consumer segments is crucial for market research agencies to provide valuable insights to their clients. This case study explores how a market research agency partnered with Indeemo to gain in the moment insights into the skincare routines of Generation Z (Gen Z) consumers.
The objective was to uncover deep insights and provide actionable recommendations to inform the development of their clients skincare marketing strategies targeted at this influential consumer group.
Background
Gen Z, born between the mid-1990s and early 2010s, represents a significant consumer demographic with unique preferences and expectations when it comes to skincare. This digitally native generation is highly engaged with social media, seeks authenticity, values sustainability, and places emphasis on self-care. To gain a comprehensive understanding of their skincare routines, the market research agency recognized the need for a cutting-edge research approach that could capture real-time data, allowing for a holistic view of Gen Z's habits and attitudes.
Objective
Whilst the primary objective was to gain an understanding of the skincare routine of Gen Z consumers - there were a number of key objectives that needed to be achieved. Those are as follows.
| Objective | Description |
|---|---|
| Identify | Identify the motivations behind Gen Z's skincare routines, including their preferred skincare goals and desired outcomes. |
| Explore | Explore the specific behaviours and habits related to skincare among Gen Z, including the products they use, the frequency of use, and their purchasing decisions. |
| Understand | Understand the attitudes of Gen Z towards skincare, including their perception of brands, packaging, ingredient preferences, and environmental considerations. |
| Uncover | Uncover actionable insights for the client in the beauty and skincare industry, enabling them to develop marketing strategies that resonate with Gen Z consumers. |
Methodology
To achieve the research objectives, our client wanted to leverage multimedia data and mobile to capture a day in the life of gen z and their skincare routines. Indeemo allowed Gen Z participants to document their skincare routines in real-time, providing an in-depth understanding of their motivations, behaviours, and attitudes.
Using Indeemo, a total of 12 research participants were provided with daily tasks they needed to complete. Each task related not only to their skincare routines and products, but also about their lives, relationships, influences, and aspirations.
Fieldwork: Tasking and Duration
Fieldwork duration lasted a total of 3 days, participants receiving two tasks per day on their Indeemo app. Tasks were designed to be sent to the research participants in a sequential format i.e. tasks are sent to the Indeemo app via push notification after the previous task is completed.
For the researchers, it was important to allow flexibility for the Gen Z cohort as not all skin routines are the same. Sequential tasking was viewed as the most suitable type of tasking for this project.
12 Respondents
3 Tasks per day
3 days
Strategy: Sequential Task List
Findings: Gen Z Skincare Routine Insights
Several key findings were uncovered following completion of this project. Those key findings are as follows:
Self-expression
Skincare routines were found to be a means of self-expression for Gen Z, allowing them to showcase their personality, creativity, and individuality through product choices and application techniques.
Ingredient Consciousness
Gen Z consumers exhibited a strong preference for natural, organic, and sustainably sourced skincare products. They actively sought transparency in ingredient lists and were willing to invest in brands aligned with their values. (Sustainability Case Study)
The Influencer Impact
Social media influencers (most notably those on Instagram and TikTok) played a significant role in shaping Gen Z's skincare routines. Participants often sought product recommendations, reviews, and tutorials from their favourite influencers, considering them as trusted sources of information.
Mental Well-being
Skincare routines were viewed by Gen Z as a form of self-care and a way to enhance mental well-being. Participants described the act of skincare as a relaxing and therapeutic ritual that helped them unwind and de-stress.
Generative AI Interview & Focus Group Analysis
You can now import interviews and focus groups into Indeemo from Zoom, Teams or your Computer and analyse them using Generative AI.
Benefits of a Mobile Diary Study
One of the key advantages of conducting a mobile diary study with Indeemo was the ability to gather video and photographic evidence from Gen Z participants. Video recordings captured participants' firsthand experiences, emotions, and interactions with skincare products, adding a compelling visual dimension to the research findings.
This video evidence can greatly enhance the agency's ability to present insights to clients and stakeholders in a vivid and impactful manner.
By leveraging these mediums, the agency was able to capture the essence of Gen Z's skincare journey and reveal valuable insights. Here's how video and photo capture contributed to obtaining a genuine understanding.
Visual Documentation
Video and photo capture allowed participants to document their skincare routines visually, providing a firsthand account of their habits and behaviours.
Participants were able to showcase the products they used, the application techniques employed, and the results they experienced, enabling the agency to observe and analyse the details that might be missed through traditional research methods.
Contextual Clues
Visual media provided crucial contextual clues about Gen Z's skincare routines. The captured videos and photos showcased participants' surroundings, including their personal spaces, bathroom setups, and product collections. These contextual details shed light on the environmental factors and visual cues that influence Gen Z's skincare choices, allowing the agency to gain deeper insights into their preferences, motivations, and attitudes.
Emotional Expressions
Video capture enabled the agency to witness the emotional expressions of Gen Z participants during their skincare routines. From excitement and joy to frustration or satisfaction, these emotions were conveyed through participants' facial expressions, tone of voice, and body language. The agency could analyse these nonverbal cues to better understand the emotional aspects tied to skincare experiences and products.
Visual Appeal and Engagement
The inclusion of videos and photos in research findings enhanced the overall appeal and engagement of the agency's reports and presentations. Stakeholders and clients were able to see Gen Z participants in action, connecting on a visual and emotional level with their experiences. This visual component made the research findings more relatable, memorable, and compelling, thereby increasing the likelihood of impactful decision-making and action.
Authenticity and Accuracy
Data captured in the moment reflected the genuine experiences and behaviours of Gen Z participants. It offered an unfiltered view into their daily skincare routines, allowing the agency to understand the nuances of their decision-making processes, the factors influencing their choices, and the outcomes they sought. This authenticity and accuracy of in-the-moment data allowed for a more reliable and comprehensive understanding of Gen Z's skincare practices.
Conclusion
The collaboration between the market research agency and Indeemo proved to be a powerful partnership in unravelling the motivations, behaviours, and attitudes of Gen Z in their skincare routines. By adopting a mobile diary study approach and leveraging video and photo capture, the agency gained a true understanding of Gen Z's skincare journey in an unprecedented way.
The use of Indeemo's real-time research platform allowed the agency to capture data in the moment, providing authentic and accurate insights into Gen Z's skincare habits. This approach offered a comprehensive view of their routines, enabling the agency to delve into the nuanced details of product usage, application techniques, emotional connections, and evolving preferences. The visual and multimedia elements enriched the research findings, enhancing stakeholder engagement and facilitating a deeper understanding of Gen Z's experiences.
Protected, safe and secure
Protected: Our exclusive connection with research participants provides unparalleled privacy and trust.
Safe: Login anonymity for participants and separate recruiter accounts prevent PHI from being disclosed.
Secure: Our platform has been thoroughly examined by leading healthcare organisations for maximum security.
GDPR Compliant
ISO 27001 Certified
Enterprise Ready
HIPAA Compliant
