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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