Meraki identified and recruited highly involved, hair-obsessed consumers, those who see hair as more than just hair. We managed smooth execution across both markets, even with challenges in finding non-users of a high-penetration brand.

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Given the prevalence of professional/repeat respondents, Meraki collected thorough proofs of hair care products used (e.g. shampoo, conditioner, serum). We also included additional attitudinal questions for a well-rounded view of respondents before diving into the focus groups.