Applied Research
Consulting Areas
NETNOGRAPHY
Case study
Project Scope
Mirror to the soul: Understanding cosmopolitan Chinese consumers’ cosmetics choices.
The issue
THE CLIENT
The client was ArtCosmetics, an Italian B2B contract manufacturer that specializes in color cosmetics.
THE OBJECTIVE
The current global cosmetics scenario is increasingly driven by Chinese consumers’ demand. The aim of the study was to better understand the beauty-related purchasing and usage behaviors of the contemporary Chinese consumer and to identify a viable competitive niche to attract contemporary Chinese skin care and cosmetics consumer.
Our approach
We carried out a comprehensive netnographic study across China and the US, examining major social media platforms to explore the world of KOLs and influencers in the cosmetics sector. This research also included in-depth consumer interviews. The project was conducted in partnership with Netnografica, a boutique research company based in Los Angeles and led by Prof. Robert Kozinets.
CONSUMER INSIGHT
We conduct qualitative research projects on consumer culture to deeply explore the behaviors, perceptions, and meanings consumers associate with products and brands. Using in-depth interviews, diaries, and ethnographic and netnographic observational methods, we gather detailed, nuanced data that reveal the sociocultural dynamics behind consumer choices. Our approach helps us understand not just what consumers do, but the deep dynamics driving their consumption habits. This provides valuable insights for developing communication, branding, and innovation strategies that are culturally relevant and resonate deeply with target consumers.
TREND ANALYSIS AND BRAND INNOVATION
Thanks to our netnographic expertise, we conduct comprehensive trend analyses to understand emerging directions in consumer behaviors, technologies, and market dynamics. Our trend analysis involves constant observation and in-depth interpretation of signals from consumer interactions with products, services, and brands. Netnography is particularly effective for monitoring trends in technocultures, exploring how new technologies shape daily practices, consumer preferences, and communication forms. This method reveals how technological innovations integrate into consumers’ lives and the resulting cultural impacts.
