Challenge
Braun wanted to create a diverse and inclusive influencer campaign to show how accessible their razors/trimmers are for the visually impaired community.
Before we could create and deliver the influencer campaign, we needed to understand the relationship between personal styling & grooming and the visually impaired community.
The insights we gathered will shape the creative and tonality of the influencer campaign.
Solution
The Purple Goat insights and consumer research team created a survey analysing the male grooming habits and personal styling preferences of those with a visual impairment compared to those with no disabilities.
In order to ensure we gathered data that was accurate and representative, we made sure to include respondents who had varying levels of sight loss.
As well as getting the quantitative data, we wanted to understand the behaviours of those with visual impairments more deeply, so we conducted in-depth interviews.
Outcome
We completed a survey with 500 respondents. 250 of the male respondents were non-disabled, and we used these as our control group. 250 had varying degrees of sight loss. We then compared the results across both groups.
In addition to the survey, we completed three in-depth interviews with some of the largest visually impaired male influencers.
To present the data and insights, we wrote up 30+ page insights report for the survey and interviews. The reports were then used to shape the influencer activation that will be used to promote Braun’s new trimmer range.
