Marketing research for fast casual and beauty
A creative agency engaged us to do market and audience research for two of their clients: Plan B, a fast casual project from Kazakhstan, and Wonder Look, a chain of beauty salons.
Wonder Look
Market research
Based on market research, government and internet statistics, we concluded that the local market is growing as well as the global market. We calculated the potential capacity of the market, mapped it and outlined trends.
One of the findings
Attitudes towards beauty salons have changed in recent years.
Women have increasing stress levels, more work and mental problems. New opportunities to fulfil these needs are emerging.
Audience research
Based on in-depth interviews and research, we found out the way our audience searches for beauty salons, what's important to them, what discourages them from buying and more.
One of the findings
Beauty salons are becoming a refuge for people, an opportunity to be alone with themselves and distract themselves from their problems. They increasingly value not only the quality of services, but also the atmosphere, service, attention to their personality and psychological comfort.
Anna Magay, co-founder
Plan B
Market research
We studied a lot of expert market research and interviewed specialists to determine market size, structure, trends and dynamics.
The last few years have been crisis years for the whole world, and especially so for the CIS countries. At the same time, the restaurant industry remains almost the only one that has not only survived, but is also developing.
One of the findings
During the five years of the crisis, fewer people went to restaurants, instead, the main reason for going to a catering establishment was the desire to save time and spend time with friends or family (from 54% to 39%). Celebrating holidays in cafes has also become less frequent (from 38% to 20%).
Audience research
We conducted many interviews to understand what audience of the company cares about and what they base their choices on. In parallel, it turned out to gather feedback about the product itself in statistical terms. So, we passed the information on to the quality department which started to work with.
One of the findings
The majority (55%) notes that the main value of Plan B is a juicy burger with "real" meat. 25% believe that they choose Plan B establishments because it is a good catering service - it is "fast, convenient and of high quality".
Ildar, founder
Helen Shpolianski, Avantina agency operational director