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Kline Consumer Insight Report

This article was originally published in The Rose Sheet

Executive Summary

Research firm introduces Kline Pulse report "Consumer Insights of Personal Care Innovation 2010," a "ground-breaking" research initiative that gathers authentic consumer insights to help companies make crucial decisions about research and marketing. The first edition of the report offers a glimpse into the nuances of consumer perspectives in personal-care innovation, revealing the underlying attitudes, behaviors, and experiences that drive purchase decisions, Kline says. The scope of the report includes fragrances, hair care, makeup, oral care, skin care and toiletries across various countries. Kline says the approach digs deep into consumer perceptions by avoiding traditional survey techniques such as pre-hypothesizing, categorization or pre-determined definitions so that the data assesses consumers' views "in the context of real experiences." The report also leverages methodologies and software of Cognitive Edge, an organization that uses a science-based approach to organization decision making. The cost of a subscription for the U.S. market is $25,000 and allows unlimited online access to contents via MyKline.com, as well as direct access to the project team
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