Kline Consumer Mindset Mapping: Attitude Tracking Service for Cosmetics and Toiletries Usage 1st Edition Base year: 2013 Countries covered China United States Consumer Mindset Mapping service is a series of mini-reports that probe the changing attitudes and behaviors of men and women regarding beauty products, services and practices. This tracking service will be issued in five easy-to-digest reports and will analyze evolutions in attitudes January through December 2013, in quarterly intervals, plus a summary.

1. Consumer Products
In-Depth Report Series
Kline Consumer Mindset Mapping:
Attitude Tracking Service for Cosmetics and Toiletries Usage
1st Edition
Base year: 2013
Countries covered Consumer Mindset Mapping service is a series of mini-reports that probe the
changing attitudes and behaviors of men and women regarding beauty
China
products, services and practices. This tracking service will be issued in five
United States easy-to-digest reports and will analyze evolutions in attitudes January
through December 2013, in quarterly intervals, plus a summary.
This research will help marketers pinpoint what consumers value in cosmetics
and toiletries products, as well as how influences and attitudes change
regarding personal care. It allows marketers to “listen in on the thoughts” of
consumers about their experiences with different products, through a unique
methodology that allows insights into deep-seated perceptions and previously
unarticulated motivations for behavior.
This service will answer questions such as:
How are people’s experiences influencing perceptions of beauty products
and services?
What are the subtle changes taking place in the attitudes of the consumer
population?
What influences people to start using a product for the first time, and what
are the stated reasons versus the actual reasons?
What products are people currently happily using that they are telling other
people about?
What consumer segments emerge from attitude mapping?
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Report #Y735 | © 2012 Kline & Company, Inc.

2. Kline Consumer Mindset Mapping:
Attitude Tracking Service for Cosmetics and Toiletries Usage
Report Scope
This tracking service is initially offered for two countries: China and the United States. It will survey a statistically
proportionate population of men and women of different age groups in each country. In order to detect nuances of
shifts in attitudes and pre-trend opportunities, there will be broad questions about attitudes and experiences
relating to beauty practices.
Key Benefits
Clients will be able to understand what consumers value, and the all-important but frequently elusive “why.” The
study being conducted in different countries will allow marketers to tailor marketing mixes by population in different
regions of the countries studied. The analysis will compare and contrast key findings from one time period to
another to help identify any key differences in time of year.
Compared to other traditional consumer segmentation, this research acknowledges the crucial import of context.
So while it is typical to group people into static categories, in reality the dynamic experiences, the shifting context
of the multiple fluid networks that each of us operate in, that is constantly influencing our perceptions and
behaviors. That is why it is a series of mini-reports based on frequent respondent-interpreted experiences with
actual products, in narrative format and quantified by software. It will show clients some important differences
between what people say they want, and what they actually value.
www.KlineGroup.com Report #Y735 | © 2012 Kline & Company, Inc.

3. Kline Consumer Mindset Mapping:
Attitude Tracking Service for Cosmetics and Toiletries Usage
Tentative report contents of each report in the subscription series:
1. Introduction
This section will describe the format, scope, approach, and methodology of the report.
2. Consumer Analysis
This section will describe the decision-making attributes that have emerged from the research and what are the
key factors behind respondents’ purchase decisions.
Influences on health and beauty habits
Purchasing decision factors
Respondent-interpreted perceptions of products used
In addition to the above, the fourth and final report will have:
Key Findings
Based on the entire year’s research, the conclusions will present comparisons and contrasts for the previous
months. It will also give lessons learned and actionable recommendations.
Deliverables
There are five reports in total with this subscription: four quarterly reports with consumer analysis and a fifth
report at end giving key findings, conclusions, and recommendations.
The reports will be heavy with graphics mapping the responses visible in the aggregate. Text will highlight some of
the interesting findings, and the consumers’ narrative responses will illustrate the points.
Deliverable Dates
This program spans one year, with quarterly reports.
Time period researched Deliverable date
Jan. through March 2013 Q2 2013
April through June 2013 Q3 2013
July through September 2013 Q4 2013
October through December 2013 Q1 2014
Entire year–summary and conclusions Q2 2014
www.KlineGroup.com Report #Y735 | © 2012 Kline & Company, Inc.

4. Kline Consumer Mindset Mapping:
Attitude Tracking Service for Cosmetics and Toiletries Usage
Methodology
Kline & Company is unmatched in our ability to gather hard-to-get market and competitive intelligence with a
degree of confidence. Kline’s market analysis approach places the principal emphasis on primary research
techniques to ensure that the foundation of business intelligence and insight is accurate, current and reliable.
Combining our market and competitive intelligence with the most advanced consumer insight research
methodology available, Kline will be able to offer our clients a unique service, filling void in the market place. Kline’s
extensive industry expertise in personal care products combined with the unique approach of Cognitive Edge will
allow our clients a new understanding of consumer behavior.
Building on a substantial investment in time and money to understand motivation, intent and other aspects of
human behavior that lie below the surface, the Cognitive Edge methodology is based on cultural anthropology,
cognitive science and complexity theory. It is now being applied to complex issues relating to understanding
consumers. The use of emergent research, employing indirect questioning and gathering some of the responses in
a narrative format, we are able to probe much deeper than with other, more common methods. The material
gathered contains not only the respondents’ experiences, but also nuanced insights into their views, in the context
of real experiences. The result is a statistical analysis of the patterns of the responses, which can be drilled down
to examine the qualitative narrative underneath the narrative.
Internet-based survey nationwide
Sample: 400 per country, surveyed every three months over the period of one year
For more information about this study or Kline's other services, e-mail us at sales@klinegroup.com, visit our website
at www.KlineGroup.com, or contact us at any of our regional offices listed below.
North America Latin America Europe China India Japan
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www.KlineGroup.com Report #Y735 | © 2012 Kline & Company, Inc.