Premium Skincare Consumers in Japan & South Korea via CAWI

Project Overview :

A dual-market beauty study with women aged 25–49 in Japan and South Korea who purchase premium skincare products (defined by spend threshold), covering routine behavior, ingredient awareness, and response to new product concepts.

Challenge :

Japan and South Korea are two of the world's most sophisticated skincare markets with exacting quality expectations and distinct beauty cultures. The client needed 200 completes with local-language questionnaires, concept testing modules, and a 10-day field window.

Solution :

Our Asia-Pacific execution playbook covered:

• Native Questionnaire Development : Separate Japanese and Korean instruments developed with local beauty-market researchers.
• Premium Screening : Spend-based screening to ensure genuine premium category participation, not category-wide incidence inflation.
• Concept Test Module : Monadic concept cells embedded for launch-readiness feedback.
• Quality Calibration : Speeder and straight-lining thresholds tightened for these detail-oriented audiences.

Project Results :

Target: Women 25–49, premium skincare purchasers, Japan & South Korea.

N Size: 200 completed interviews (100 per market).

Incidence Rate (IR): 24%.

Length of Interview (LOI): 18 minutes.

Field Time: 10 days.

Delivered on time with excellent verbatim quality. The client validated its premium positioning, refined ingredient messaging, and prioritized launch markets based on concept scores.