Beauty Market Research

Catalog description

This course is a foundational cornerstone to the Global Beauty Management M.A. and Inclusive Beauty Management Certificate. It advances the need for a deep understanding of diverse consumer needs, wants, stories, and frustrations in their own words and from their own perspectives, and teaches anthropologically-derived qualitative research methods and contextualized quantitative market research as a pathway to rigorous and holistic consumer knowledge, which itself has the capacity to drive vital and resonant innovations with built-in adoption capacities and marketing communications. Particular emphasis is placed on understanding diverse consumers' interface with beauty and wellness concepts, products, and practices. Working in tightly constructed cross-functional research teams to produce highly creative, immersive presentations that utilize multiple media to convey and persuade audiences of new ways of thinking and related action recommendations are methodological objectives of the M.A. in Global Beauty Management. This class will introduce the basic concepts and skills needed for team building and the creation of immersive/interactive presentations.