Mascara is expected to resist smudging, fabric spray to leave no marks, and roll-on to offer protection. How much are groups with different expectations willing to pay for the same product?
600Synthetic consumers
3Separate product panels
2Methods · Preference questions and price test
A total of 600 synthetic consumers across three separate panels. For each product, the same 200 people answered the price test and multiple-choice questions. Findings apply to these products and panels.
Key finding
Groups with different priorities also have different willingness to pay.
Willingness to pay differs among those researching reviews, prioritizing mark-free fabric care or seeking sweat protection. Usage expectations and familiar alternatives are part of the purchase decision.
Cosmetics / Volumizing Mascara
Resistance to smudging stands out in mascara preferences.
76%Prioritize resistance to running and smudging
152 / 200 synthetic consumers
Resistance to smudging stands out. In an all-day usage scenario, researching reviews and choosing a familiar product are selected more often than immediate willingness to use it.
Average willingness to pay by preference group
Based on preferences in an all-day usage scenario.
Researching reviews60/95 responses with a WTP value
774 TL
Choosing a familiar product36/86 responses with a WTP value
707 TL
What the study suggests
Willingness to pay is higher in the review-researching group. Evidence of performance and usage experiences offer a communication approach to test.
Mark-free use stands out in fabric spray preferences.
48.5%Prioritize leaving no stains or marks
97 / 200 synthetic consumers
Mark-free use is followed by affordable pricing among the priorities for fabric spray. In the hard-to-wash textiles scenario, 54.5% prefer washing whenever possible.
Average willingness to pay by preference group
Based on the feature considered most important when choosing the product.
Prioritizing no marks82/97 responses with a WTP value
258 TL
Prioritizing price57/66 responses with a WTP value
197 TL
What the study suggests
Average willingness to pay is higher in the group prioritizing mark-free use. Messaging that explains when to use the product where washing is impractical could be tested.
Price and protection are distinct priorities for roll-on.
43%Prioritize an affordable price
86 / 200 synthetic consumers
An affordable price and sweat protection stand out as two distinct priorities. Alongside those inclined to use the tested product, a substantial group prefers another deodorant in the daily-use scenario.
Average willingness to pay by preference group
Based on the feature considered most important when choosing the product.
Prioritizing sweat protection63/68 responses with a WTP value
278 TL
Prioritizing price66/86 responses with a WTP value
205 TL
What the study suggests
Willingness to pay is higher among those prioritizing sweat protection. It may be useful to test price-focused offers and protection-focused communication separately.
Averages use only responses with a WTP value. Price levels should not be directly compared across products. Each comparison shows two preference groups for the same product in the same panel. Bars are scaled to that product’s highest tested price.
Method and interpretation
Study scope
Each product was evaluated in a separate panel of 200 synthetic consumers. The mascara panel contains female profiles; the other two panels contain different female and male profiles. WTP and survey responses were paired for the same people within each product. Brand and persona names are anonymized in the publication.
Priority shares
Each question allowed one selection. Percentages use the 200 people answering that question as their base. No questions were unanswered. An option receiving no selections does not mean that the feature is never valued.
Average willingness to pay (WTP)
The average uses only responses with a WTP value. Blank values for people unwilling at every tested price were not treated as a zero price. Records at the highest tested price may include higher willingness to pay.
Pairing preferences with WTP
Comparison groups consist of people choosing two different options in the same question. Total group size and the number contributing to average WTP are shown separately. Differences describe associated behaviors; they do not prove that a preference increases willingness to pay.
Interpreting alternatives
The question on refreshing hard-to-wash textiles compared product use, washing and homemade solutions. These preferences depend on the offered options and usage scenario; they should not be interpreted as market share.
Limits of the findings
Results come from synthetic consumer simulations. They represent the three products and panels in the study and cannot be generalized to entire categories or actual sales. Products were tested in different price ranges, so absolute WTP values cannot establish a category ranking.
Results are based on synthetic consumer panel simulations.
