All Work
Skincare
Consumer Research
Behaviour Change
Innovation Strategy
With many years of data, supported by a broad sector landscape and an evolving regulatory environment, our client sought a deeper understanding of consumer healthcare. Through their unique lifestyle proposition, the objective was to encourage meaningful behaviour change in sunscreen adoption and everyday use.
Large-scale research handover book covering the top ideas and phases of the project, supported by key data and appendices.
A high-level strategic and executive launch informed by the insights of human behaviour understanding, facilitating learning and adaptation.
The process will be end-to-end and the deliverables created across many critical outputs, executed through a robust research and design process.
Kick-off workshop design for the process sequence led the real steps of the project's first stage, bringing together key stakeholders to align on objectives and methodology.
Review of trend and customer discussion tasks.
Identification of key user targets, client needs, supplier needs and preferences and a clear articulation of what we set out to solve.
Strategy: Discovering how innovation would provide a primary summary of findings and help determine next steps.
The landscape research phase provided a comprehensive picture of all primary and secondary context-relevant data identified as the market highlights, as well as any key emerging signals from the broader culture space.
The report includes a full macro context as a platform to then dig into the specific skincare landscape. Data highlighted a growing key trend and community environment where brand loyalty and active ingredients take centre stage. This serves as a foundation for all subsequent phases of the project.
The sunscreen application landscape was identified as the primary context for environmental and motivational barriers.
Particular attention was paid to usage context and habitual behaviour, referencing brand landscape analysis and the role that functional and emotional drivers play in the consumer's relationship with sun protection. These insights directly informed the opportunity platform for the next stage of ideation.
The foundational research phase involved talking to 15+ diverse participants in ethnographic home visits, diary studies and in-depth interviews, uncovering what truly drives or inhibits daily sunscreen behaviour.
Additionally, input from 5 expert dermatologists helped validate and add depth to the themes identified through consumer sessions. This combined qualitative approach produced a rich synthesis of findings, distilled into a clear opportunity map for the ideation phase.
The ideation phase collected and brought together the most relevant insights from the initial discovery work, directly informing a series of future-facing concept territories that the team can explore and prioritise.
These territories were developed with input from two distinct stakeholder sessions:
The champion panel process used a structured evaluation framework that scored each concept territory from the ideation phase across desirability, feasibility and strategic fit. The combined scoring produced a clear prioritisation of champion ideas.
These champion ideas form the foundation of the recommended forward roadmap and are aligned to the client's commercial objectives and timeline.
