From Trends to Truths: Research Questions for Understanding Curly Hair Consumers

How will you create a marketing plan if you do not have any information to base it on? You get this information by extensively conducting market research in your respective field. Research questions are essential when doing this because they lead you to the information you are searching for. The two types of research questions that you will utilize during market research are qualitative and quantitative questions. Qualitative questions are based primarily on gathering opinion-based information and developing an initial understanding of your consumers. On the other hand, quantitative research is used to gather data and analyze trends and will guide you to the final decision of your marketing plan. 

Applying Products

Now⁠, within curly hair marketing it is all about inclusivity for those with curly hair. This market is small but wide. Curly hair types range from waves to coils. Understanding your target audience is KEY to forming your qualitative and quantitative questions during research.

Qualitative questions that are suitable for curly hair market research would stem from the connection of what curly hair is to your consumer. For example, a good question to use during research would be, “What kind of struggles do people face when trying to embrace their curly hair?” 

It is best to ask these types of questions in one-on-one interviews and focus groups. The main objective of qualitative research is to understand the experiences and emotions of your consumers.  Another question you may ask is, “Why do you stick to one brand and not switch between others?” This question will allow different opinions to be shared as everyone has a bond to a brand or company. They will be able to share their reasoning as to why they handle their curly hair the way that they do. Questions that start with “What kind…” and “Why…” will allow a wide range of stories and emotions to be shared that can be referred back to when conducting a marketing plan. On the other hand, quantitative research is data-driven, which entails surveys, tracking consumer behaviors, and experiments. A question that could be utilized in a survey is, “How often do you need to go to the store to restock your products?” If you are creating a new curly hair brand or company, information like this can help your marketing team prioritize which products to create and release. “How many products do you use throughout your curly hair routine?” These types of research questions will allow you to lay out all of the information you will need to form a well-planned and thought-through marketing plan. 

Curl Consistency

The market will never stay the same. Research is necessary to maintain relevance in the field. Consumers will change their needs and wants, so brands need to shift their plans as such. Remaining consistent with your brand's identity and message will lead you to your target audience, and this is where you can dive into research for future launches. Quantitative and qualitative research can get tricky in the mix of social media with a highly saturated market. However, finding ways to embed these types of questions in your brand's social media or website can make the job a little easier. Remember to build a connection and count the curls, coins, and consumers you are accounting for.