Face Washing Routines Unmasked

We selected a small sample of UK consumers to take part in a few video diary-esque VoxPopMe responses over the course of a week. These particular tasks were based around the consumption of their face wash. Not just identifying what brands they use or where they purchase their face washes from. We wanted to discover their usage habits, how they use the face wash and how often; observing exactly how their face wash products are being used, and who their consumer is.

Our face wash research was broken down into three VoxPopMe questions, which were posted into the users’ app over the space of a week – giving them plenty of time to record. The first response asked to see their normal face washing routine, with an introduction to their chosen face wash products; the second discovered the why behind their face washing routine, and how important face washing is to them as an individual; in their last response, the users were asked to compare their face wash to competitors.

All responses were filmed at the time of day the users would normally wash their faces, not to change their routine. Interestingly, 78% of the responses were recorded in the evening (any time after 7). Potentially users are more stretched for time in the morning, finding more time for a deeper cleanse of their face in the evening, or simply personal preference to wash their faces thoroughly in the evening.

See below all 3 responses over the week from Tracey, 33, London:

Monday                                                     Thursday                                               Saturday

What’s great about VoxPopMe is how easy it is for the user to record their response; as it relies on the front facing camera of their smartphone, they are able to easily and safely rest their phone on the side of their sink or window ledge and record their response as they wash.

Ethnography simplified. VoxPopMe is able to capture the users in the moment, gathering their habits and routines. It is now so easily accessible to get into the minds of the consumer, discovering their psychographics and behaviour behind closed doors; in situations you, as a company, may never otherwise encounter.