Case Study
Rooted in Research: How Customer Insight Rewired a Haircare Brand’s Strategy
Results
6,500+
customer responses enabled statistically significant, cohort-specific insights
Services
Surveys
Table of contents
Starting point
A fast-growing DTC haircare brand was facing a familiar ceiling. Paid media was getting less efficient, and promotional tactics were losing their impact. Despite strong products and a loyal customer base, the brand lacked clarity on what truly drove purchase decisions.
Overreliance on promotions
Growth was being propped up by constant discounts, eroding margins and brand value.
Limited psychographic insight
The brand didn’t fully understand why customers were buying, only who they were.
One-size-fits-all messaging
Without segment-specific insights, the brand struggled to personalize its value proposition.
Inefficient UX and PDP flow
Key conversion drivers like product efficacy weren’t being emphasized in the shopping experience.
Results
6,500+
customer responses enabled statistically significant, cohort-specific insights
How we did it
fusepoint deployed a multi-phase survey strategy to uncover emotional and behavioral purchase drivers across the brand’s core segments. With over 6,500 responses, the brand gained statistically significant insight into what truly mattered to each customer cohort and used that to rewire its growth strategy.
Strategic survey deployment:
We designed and launched three custom surveys focused on key cohorts to uncover purchase motivations and brand perceptions.
Psychographic segmentation:
The data revealed that product results and benefits, not pricing, were the strongest drivers, reshaping the brand’s strategic priorities.
Messaging and creative overhaul:
We helped the brand pivot from price-led messaging to efficacy-led storytelling, boosting credibility and connection.
Full-funnel UX optimization:
PDPs and conversion paths were redesigned to emphasize results-driven claims, leading to higher engagement and conversion rates.
Reduced promotional dependency:
With a stronger core value proposition, the brand was able to scale more profitably, without leaning on discounts.
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How Customer Insight Rewired a Haircare Brand’s Strategy
This market research case study highlights how fusepoint helped a global haircare brand shift from assumption-based marketing to an audience-first strategy rooted in real consumer insight.
Focusing on customer research through a mix of surveys, interviews, and social listening, we uncovered what their customers actually valued, which revealed disconnects between their messaging, content strategy, and audience needs.
Our work included:
- Gathering direct customer feedback to understand behavior, perception, and preferences
- Identifying shifts in market trends and brand relevance within the competitive landscape
- Clarifying which content formats and messaging angles resonated most with different segments
- Redefining audience segments based on actual customer research, not outdated personas
The result? A more focused strategy built around what consumers actually wanted, not what the brand assumed they wanted.
Rebuilding Strategy Around Real Audience Insight
Instead of layering on more tactics, the brand recalibrated its core marketing approach using research-backed decisions.
fusepoint helped the team:
- Reposition content and messaging to better reflect customer needs and motivations
- Prioritize high-impact segments using behavior- and feedback-based audience profiles
- Strengthen brand perception by aligning more closely with the values and expectations of their target market
- Use consumer insights as the foundation for future product development and marketing strategy
By leading with customer research, the brand gained valuable insight, rebuilt trust, increased relevance, and made more informed decisions in an increasingly competitive category.