Volumizing Mascara
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.
94 people are unwilling at every tested price; these responses are excluded from the average.
Resistance to smudging stands out in mascara preferences.
Willingness to pay is higher in the review-researching group. Evidence of performance and usage experiences offer a communication approach to test.
Priorities and willingness to pay
The comparison shows averages for two groups choosing different options in the same panel.
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
Expectations behind the choice
Most important feature when choosing mascara
Single choice · 200 responses
- Not running or smudging during the day76% · 152 people
- Adding volume to lashes10% · 20 people
- Easy removal10% · 20 people
- Making lashes look longer2.5% · 5 people
- Not weighing down lashes1.5% · 3 people
- Clearly separating lashes0% · 0 people
Usage preference for an all-day makeup scenario
Single choice · 200 responses
- Would research product reviews first47.5% · 95 people
- Would choose a mascara I have used before43% · 86 people
- Would probably use it7% · 14 people
- Would prefer not to use mascara2% · 4 people
- Would definitely use it0.5% · 1 people
Explore acceptance rates by price
The chart shows the share accepting each price. Those accepting a higher price are also counted at lower prices.
Percentages are based on all 200 people in the study.
- 53%599 TL
- 37%699 TL
- 24.5%799 TL
- 13%899 TL
- 4.5%999 TL
Show results as numbers
| Price | People accepting | Share of the panel |
|---|---|---|
| 599 TL | 106 / 200 | 53% |
| 699 TL | 74 / 200 | 37% |
| 799 TL | 49 / 200 | 24.5% |
| 899 TL | 26 / 200 | 13% |
| 999 TL | 9 / 200 | 4.5% |
Those accepting the highest price may be willing to pay more; prices above this level were not tested.
How should the results be read?
Study scope
The same people in a panel of 200 synthetic consumers answered the preference questions and price test. The panel contains female profiles. Brand and persona names are anonymized.
Shares and averages
Preference percentages use the panel of 200 as their base. WTP averages use only responses with a WTP value; other responses were not treated as zero. Each group average shows responses with a WTP value / total group size.
How should the price results be read?
Those accepting a price are also counted at lower prices. Percentages are based on everyone in the panel. The highest tested price may not be the most someone is willing to pay.
Limits of the findings
Results represent this product’s synthetic panel and are not a forecast of actual sales. Differences between groups do not prove that a preference increases willingness to pay.