Qualitative Research in the Beauty Industry – Your Best Friend (Right After Your Tweezers)
Have you ever looked at your salon and thought, "Why do clients come in once and then disappear like eyeliner on a hot day?" Or wondered if your new treatment is truly winning hearts or just wallets (and not for long)? If so, it's time to get friendly with qualitative research!
What is qualitative research, and why can't you ignore it?
Qualitative research is the key to understanding what your clients really think – and no, we’re not talking about mind reading (though that would be handy in this job). It includes conversations, surveys, and interviews – anything that helps you draw concrete conclusions about their needs, experiences, and frustrations. These studies should be like gel manicures – repeated regularly, ideally every few months, because trends and needs change faster than price lists after a VAT increase.
Why do you need this research?
Because clients aren’t mind readers – Don’t expect them to walk in and say, “Hey, change the music in the salon because I feel like I’m in a ’90s elevator.”
Because money matters – The better you understand your clients’ needs, the more relevant services you can introduce (and profit from instead of investing in things no one wants).
Because competition never sleeps – If you’re not asking your clients for feedback, someone else is. And that someone might just steal your loyal customer.
How to conduct qualitative research? (Less theory, more action)
The simplest way is through interviews or surveys. You can do this in person, over the phone, or online. Make it a conversation, not an interrogation – zero stress, maximum honesty.
Sample prompt for qualitative research for your students:
“Hey! I am working on a business plan for my new venture. I want to compare three beauty salon locations in my area. I will be offering eyebrow styling services, including lamination, henna, tinting, and eyelash lamination. Below is a table outlining key aspects to focus on while preparing my business plan.”
Of course, you can tweak this prompt to match your style, but remember – authenticity and honesty are key.
Conclusion – Stop Guessing, Start Asking!
Regular qualitative research is a must for anyone looking to grow their beauty business. It not only helps you understand your clients' needs but also saves you from bad investments and boosts your competitiveness.
So instead of blindly wondering, "Why are clients leaving?" start asking them directly! It’s better to hear the truth now than to wonder later why your schedule has more gaps than Swiss cheese. 😉
