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Evaluation of Hempz Pomegranate Herbal Body Moisturizer: A Qualitative Study

Group I

Archana Kamalkumar Patel (4498182)

Devikrishna Chilambittassery Sivaji (4498480)

Nidhi Shashidhar Poyyara (4479888)

Simran Cajetan Pereira (4492887)

Sofiya Raju Bhanvadia (4499619)

Tanu Singh (4509341)

International Market Research (BICG9303)

International Business Management (NCT IBM1.1)

Niagara College at Toronto School of Management

Ms. Nancy Mudford

nancy.mudford@niagaracollegetoronto.ca

February 3rd, 2023

Hempz Body Moisturizer: Pomegranate Herbal Body Moisturizer Evaluation 2
Agenda

I. Introduction

1. Brief overview of Hempz Pomegranate Herbal Body Moisturizer

2. Purpose of the evaluation through focus group interviews

3. Objectives of the study

II. Planning

1. Defining the research question

2. Selecting the sample of 7 participants

3. Develop a structured questionnaire

4. Data collection through moderated focus group interviews

5. Data analysis using qualitative methods

6. Recommendation and Conclusion

III. Execution

1. In-depth interviews with 7 participants using a structured questionnaire

2. Interview conducted in a relaxed and comfortable setting

IV. Analysis of Findings

1. Key findings from the study

2. Daily usage of moisturizer

3. Appreciation of vegan, paraben-free, sulfate-free, and cruelty-free characteristics

4. Mixed reviews on packaging and scent

5. Relationship between price and satisfaction levels

V. Recommendations

1. Based on the findings, recommendations for improvements were made.

VI. Conclusion

1. The conclusion is drawn on the overall opinions of the respondents regarding Hempz

Pomegranate Herbal Body Moisturizer.

2. Limitations of the study

Hempz Body Moisturizer: Pomegranate Herbal Body Moisturizer Evaluation 3
Abstract

The purpose of this qualitative study was to understand consumer perceptions and satisfaction with the

Hempz Pomegranate Herbal Body Moisturizer. A focused group of seven participants was interviewed, and the

results indicated mixed reviews of the product. The participants appreciated certain product characteristics, such

as its vegan, paraben-free, sulfate-free, and cruelty-free nature, as well as its hydration qualities and subtle

fragrance. However, the product faced criticism for its cheap packaging, user-unfriendly pump, and non-

recyclable bottle, as well as it’s brand positioning and availability. The study provides important information for

future research on consumer perceptions and satisfaction with body moisturizers and highlights the need for

product design and marketing strategies that address consumer preferences and concerns. The limitations of the

study, such as the lack of improvisation based on respondent responses, provide opportunities for future

research to provide a more comprehensive understanding of consumer preferences and satisfaction.

Hempz Body Moisturizer: Pomegranate Herbal Body Moisturizer Evaluation 4

Evaluation of Hempz Pomegranate Herbal Body Moisturizer: A Qualitative Study

I. Introduction

The Hempz Pomegranate Herbal Body Moisturizer is a daily-use moisturizing product designed to

hydrate the skin. It is enriched with pomegranate extract and natural hemp seed oil and is marketed as a vegan,

paraben-free, sulfate-free, and cruelty-free product. The moisturizer has a subtle fragrance and provides

hydration without making the skin oily. This evaluation aims to assess the satisfaction and effectiveness of the

product by using a focused group of 7 individuals who have used it. Focus groups are a qualitative research

method for gathering data and opinions from a chosen group of individuals about a particular product. It often

includes a moderated group conversation where members are invited to share their experiences, ideas, and

thoughts in response to open-ended questions. A focus group's objective is to learn more about the attitudes,

beliefs, and motivations of a particular target audience. A focus group's findings can help in decision-making,

product creation, and marketing tactics.

Hempz Body Moisturizer: Pomegranate Herbal Body Moisturizer Evaluation 5
II. Planning

The evaluation will be conducted through in-depth qualitative analysis interviews with the 7 members of

the focused group who have used the Hempz Pomegranate Herbal Body Moisturizer. The following objectives

will be addressed:

1. Defining the research question: The study aimed to understand the opinions and experiences of users

of the Hempz Pomegranate Herbal Body Moisturizer.

2. Selecting the sample: A focus group of 7 individuals was selected who had previously used the product.

The group was chosen to be heterogeneous to ensure a diverse range of opinions, which included people

with different backgrounds, ages, and ethnicity.

3. Developing the questionnaire: A structured questionnaire was developed to gather information about

the respondents' experiences with the product. The questionnaire covered topics such as daily

moisturizer usage, skin type, product features, fragrance preference, texture preference, product

packaging, and price point.

4. Data collection: The focus group was conducted by a moderator who asked the respondents open-ended

questions from the questionnaire.

5. Data analysis: The responses from the focus group were analyzed to identify patterns and trends in the

data. The data was also quantified by assigning numerical values to the responses, allowing for a more

detailed analysis of the results.

6. Recommendations and conclusion: Based on the findings from the data analysis, recommendations for

improvements to the product were made, and a conclusion was drawn about the overall opinions of the

respondents regarding the Hempz Pomegranate Herbal Body Moisturizer.

III. Execution

The evaluation plan will be executed through in-depth interviews with the 7 members of the focused

group. The interview included open-ended questions and was conducted in a relaxed and comfortable setting.

The interview data is analyzed using qualitative methods such as content analysis which helps in analyzing text

data such as interview notes, responses of the group, attitudes, and open-ended survey answers.
Hempz Body Moisturizer: Pomegranate Herbal Body Moisturizer Evaluation 6
IV. Analysis of Findings

The data collected from the interviews will be analyzed to determine the satisfaction levels of the

focused group with the product's hydration and nourishment abilities. The focused group's opinions of the

packaging quality and scent, as well as the relationship between the product's price and satisfaction levels, will

also be analyzed.

The analysis and findings of this study were based on the responses from the 7-person focus group. The

following is a summary of the key findings from the study:

1. Six of the seven respondents use moisturizer daily, with some using it twice to three times a day.

2. The product's vegan, paraben-free, sulfate-free, and cruelty-free characteristics were highly appreciated

by all the respondents.

3. Six respondents had no issue with the fragrance in the product and preferred a subtle fragrance over a

strong one. One respondent did not like the product's fragrance.

4. All seven respondents preferred a moisturizer with a texture that was not too thick, and they preferred

hydrating products that were not too oily.

5. All the respondents purchased their products from retailers such as Costco, Walmart, and Shoppers Drug

Mart.

6. Three of the seven respondents were willing to pay a higher price for the product if the quality and feel

of the product were excellent.

7. All the respondents preferred dermatologically tested products.

8. The packaging of the moisturizer was considered cheap by all the respondents, and they expected it to

be of better quality given the price of the product.

9. The pump on the moisturizer was not user-friendly, and the bottle was not recyclable, which

disappointed all the respondents.

10. The product was rated by the respondents with scores ranging from 2 to 7, with two respondents rating

it a 6, two rating it a 5, one rating it a 4, one rating it a 7, and one rating it a 2.

11. All the respondents were willing to pay up to $20 for the moisturizer but not more than that.

12. The respondents were not highly impressed by the brand positioning, as the product was not available at

major beauty stores and the company's website was not accessible.
Hempz Body Moisturizer: Pomegranate Herbal Body Moisturizer Evaluation 7
13. One of the respondents mentioned that they did not use moisturizer in their daily life, which did not give

us the focused group response we were hoping for.

Hempz Body Moisturizer: Pomegranate Herbal Body Moisturizer Evaluation 8
V. Recommendations

Based on the results of the evaluation, recommendations for improvements to the product are provided.

These may include changes to the formula, packaging, or marketing strategies.

The following areas for further research are suggested:

1. Improving packaging: Participants noted that the packaging was cheap and did not align with the

product's price point. The company could consider improving the packaging to enhance the overall

product experience and create a more premium image.

2. Enhancing the pump: Participants found the pump of the moisturizer to be user-unfriendly, and the

company could consider improving the design to make it more convenient and accessible for users.

3. Making the bottle recyclable: Participants were disappointed to find that the bottle was not recyclable,

and the company could consider making the product more environmentally friendly by using recyclable

materials.

4. Offering a fragrance-free option: One participant did not like the fragrance in the product, and the

company could consider offering a fragrance-free option for those who prefer unscented products.

5. Improving brand positioning: Participants noted that the product was not available at all major beauty

stores and that the company's website was not accessible. The company could consider improving its

brand positioning and distribution to increase visibility and accessibility for potential customers.

6. Offering a competitive price point: Participants noted that they were willing to pay up to $20 for the

product, and the company could consider offering a competitive price point that aligns with the value

provided by the product and the expectations of its target audience.

These recommendations for further research will provide valuable insights into the Hempz Pomegranate

Herbal Body Moisturizer and help to improve its quality and customer satisfaction.
Hempz Body Moisturizer: Pomegranate Herbal Body Moisturizer Evaluation 9
VI. Conclusion

The results of our qualitative study on the Hempz Pomegranate Herbal Body Moisturizer indicate that

the product has received mixed reviews from the seven respondents. Six out of seven respondents used the

moisturizer on a daily basis and appreciated its vegan, paraben-free, sulfate-free, and cruelty-free

characteristics. However, they had mixed opinions on the scent of the product, with six preferring a subtle

fragrance and one preferring no fragrance at all.

Respondents also appreciated the hydration qualities of the product and preferred a texture that was not

too thick or oily. The majority of the respondents purchased the product from major retail stores such as Costco,

Walmart, and Shoppers Drug Mart. While three respondents were willing to pay a higher price for the product if

its quality was excellent, all respondents were not impressed with the packaging quality, which they found

cheap and unappealing. Additionally, the pump dispenser was not user-friendly and the bottle was not

recyclable, which was a major disappointment for all respondents.

Finally, the respondents rated the product, with scores ranging from 2 to 7, and were willing to pay up to

$20 for the moisturizer. The brand positioning of Hempz was also not well received, as the product was not

readily available at major beauty stores and the company website was not easily accessible.

While the results of this study provide valuable insights into the Hempz Pomegranate Herbal Body

Moisturizer, there were some limitations in the interview process, such as the lack of flexibility in the questions

asked and the presence of a respondent who did not regularly use moisturizer. These limitations highlight the

need for future research to address these issues and provide a more comprehensive understanding of consumer

perceptions and satisfaction with the product.

Despite these limitations, the study provides important information for future research on consumer

perceptions and satisfaction with body moisturizers. By addressing the limitations of the study, future research

can provide a more comprehensive understanding of consumer preferences and satisfaction with the product,

ultimately helping to improve product design and marketing strategies.

Hempz Body Moisturizer: Pomegranate Herbal Body Moisturizer Evaluation 10
References

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https://hempz.com/collections/body-moisturizers/products/pomegranate-herbal-body-moisturizer

Hempz Pomegranate Herbal Body Moisturizing Lotion. (n.d.). Www.youtube.com. Retrieved February 3, 2023,

from https://youtu.be/ZhwrMpJ48lQ

Hempz Pomegranate Herbal Body Moisturizing Lotion. (n.d.). Www.youtube.com. Retrieved February 3,

2023, from https://youtu.be/yRrWzaznpm0

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and Body Moisturizer - Hemp Extract Lotion - Skin Care Products, 100% Pure Organic Hemp Seed Oil

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