Introduction

A new beard trimmer was being proposed for the European market. It was essential to identify attributes that could command broad appeal across different countries within the EU. 

I was responsible for leading the research that would identify key attributes and provide insights on appearance and packaging that would be crucial for success in this region.

Beard Trimmer Exploration

Human Factors UX

Paris, France

Findings and recommendations are withheld due to privacy, though I can provide insight on the process below.

Objectives
  1. Gain insights into trimmer user behavior & preferences

  2. Identify current desired attributes

  3. Identify areas for future potential

  4. Identify potential cross-over applications from current products in other markets

Challenges
  • Language barriers

  • Limited exposure in market

  • Limited existing qualitative research

Outcome

The entirety of research conducted in Paris was positive. It provided excellent direction for design. It also provided insights that enabled better alignment with the market. Updated prototypes were tested during the second round of focus groups, and they had proven to be quite successful, thus validating inferences gleaned in the first round.

Findings from this research enabled a stronger case for the development of this product, and they were helpful to offer awareness of market requirements to stakeholders.

I was responsible for the entirety of this research. 
Personal contributions included:
  • Defining the project scope

  • Procuring Paris research agency

  • Establishing contract, and scheduling

  • Competitive audit

  • Focus group design

  • Writing moderating questions

  • Requisitioning prototypes and assisting in prototype design

  • Acquiring & preparing competitive samples

  • On-site setup

  • Data recording

  • Video review

  • Data analysis

  • Authoring findings report

  • Data visualization of key findings

  • Establishing priorities for following R&D

Methodologies

Competitive Audit

User Surveys

Interviews

Focus Groups

Cultural Probes

This research consisted of user surveys, interviews, and two focus groups with a total of four moderating sessions.

The focus groups were held at two separate times. Each focus group consisted of two sessions, and each session had 12-14 participants. All respondents had been validated based on purchase behavior and demographics through a screening questionnaire.

 

Following the focus groups, data was placed into a spreadsheet for further analysis and cross-tabulation. Once synthesized, findings were presented to stakeholders.

Framework of Research

TOOLS

- Excel

- PowerPoint

- Rhino

- Solidworks

- 3D Printer

- Remote Response Devices

TEAM

- Moderator, 

- International Marketing Coordinator (Me)

- European Region Marketing Coordinator

- Industrial Designer

- International Graphic Designer

PERSONAL CONTRIBUTION

- Research Framework

- Competitive Analysis

- Survey Development/Distribution

- Facility Selection 

- Focus Group Design

- Data Recording, Analysis, & Visualization

© 2020 Adam Book, all rights reserved