Design | Skincare Routine Live Walkthroughs – Pain Points and Opportunity Mapping USA

26m

Setup

Study Title (Internal)

Research Briefing

Business challenge We need to uncover real-world friction, unmet needs, and improvement opportunities in everyday AM skincare routines so we can optimize products, packaging, guidance, and potential services. We aim to see what people actually do (not just say), and translate observations into actionable changes to increase satisfaction, confidence, and repeat purchase. Scope and guardrails - Brand-agnostic category learning; do not steer to any single brand. - Focus on AM daily-use skincare products and behaviors, with special attention to the skincare–makeup interface (e.g., how skincare layers under primer/foundation/concealer, pilling, grip, shine control, longevity). Include products commonly sold via department-store/counter and mass/drugstore channels, without prompting for or highlighting specific brand names. Passively record any brands only if volunteered. - Exclude prescription-only products and medical treatments; participants should use only their normal over-the-counter items and routine. - Safety: no trying new techniques for the study; follow normal routine. Take-- Observe participants’ authentic AM routines live to document true sequence, quantities, wait times, and application techniques. - Elicit product-by-product jobs-to-be-done, pain points, workarounds, and trade-offs (efficacy, gentleness, cost, simplicity, sustainability). - Identify unmet needs across six buckets: Clarity & guidance; Sensory & wear; Time & convenience; Packaging & applicators; Compatibility & actives; Access & value. - Evaluate packaging, textures, and label clarity in context; capture close-ups and labels to support analysis and claims mapping. - Quantify routine satisfaction, confidence, friction, willingness to change, and price sensitivity via quick taps/sliders. - Generate opportunity ideas: features, simplified regimens/bundles, guidance and content, and optional services (e.g., virtual check-ins, adaptive routine builder). What success looks like - A coded set of clips and notes showing key behaviors and pain points, with severity and frequency across the sample. - A prioritized opportunity map with clear before/after benefit statements and suggested solutions (product, packaging, guidance, and services). - Practical recommendations for next-step tests (packaging tweaks, formulation adjustments, instruction redesign, content experiments, or bundle concepts). Notes for setup (operational) - Use the provided consent, privacy, environment/device setup, and moderator flow in Conveo (12–18 minutes + captures). - Add standardized sliders for friction, unmet-need impact, step-order confidence, willingness to change, and price sensitivity. - Plan for media captures: front labels, textures, shelf pan, and a 24-hour diary follow-up. Stimuli (if any) can be uploaded by the researcher.

Scope and guardrails
- Brand-agnostic category learning; do not steer to any single brand.
- Focus on AM daily-use skincare products and behaviors, with special attention to the skincare–makeup interface (e.g., how skincare layers under primer/foundation/concealer, pilling, grip, shine control, longevity). Include products commonly sold via department-store/counter and mass/drugstore channels, without prompting for or highlighting specific brand names. Passively record any brands only if volunteered.
- Exclude prescription-only products and medical treatments; participants should use only their normal over-the-counter items and routine.
- Safety: no trying new techniques for the study; follow normal routine.

Take-- Observe participants’ authentic AM routines live to document true sequence, quantities, wait times, and application techniques.
- Elicit product-by-product jobs-to-be-done, pain points, workarounds, and trade-offs (efficacy, gentleness, cost, simplicity, sustainability).
- Identify unmet needs across six buckets: Clarity & guidance; Sensory & wear; Time & convenience; Packaging & applicators; Compatibility & actives; Access & value.
- Evaluate packaging, textures, and label clarity in context; capture close-ups and labels to support analysis and claims mapping.
- Quantify routine satisfaction, confidence, friction, willingness to change, and price sensitivity via quick taps/sliders.
- Generate opportunity ideas: features, simplified regimens/bundles, guidance and content, and optional services (e.g., virtual check-ins, adaptive routine builder).

What success looks like
- A coded set of clips and notes showing key behaviors and pain points, with severity and frequency across the sample.
- A prioritized opportunity map with clear before/after benefit statements and suggested solutions (product, packaging, guidance, and services).
- Practical recommendations for next-step tests (packaging tweaks, formulation adjustments, instruction redesign, content experiments, or bundle concepts).

Notes for setup (operational)
- Use the provided consent, privacy, environment/device setup, and moderator flow in Conveo (12–18 minutes + captures).
- Add standardized sliders for friction, unmet-need impact, step-order confidence, willingness to change, and price sensitivity.
- Plan for media captures: front labels, textures, shelf pan, and a 24-hour diary follow-up. Stimuli (if any) can be uploaded by the researcher.

Participant languages

Reporting language

Project

Analysis

Video Analysis

Select what to analyze in your video interviews. Each type of analysis runs on every video and surfaces insights inline with the transcript.

Built-in Reporting

Specify which reports should be automatically generated when your study completes.

Note: thematic analysis and personas are always generated.

Participant welcome page

Translations

Title for participants

Introduction for participants

Welcome! A quick intro before we start What this is: You’ve been invited to take part in a short research session about real-life skincare routines. We want to understand what works well for you, what’s frustrating, and where products or guidance could be better. What you’ll do today (approx. 30 minutes): Answer a few warm-up questions about your skin goals and routine. Show your normal routine on camera please flip your camera so we can see you, the products you use, and how you apply them. Hold each product up to the camera for 2–3 seconds so we can read the label, then apply as you usually wouldno changes needed. Finish with a couple of quick questions. Before we begin: set-up checklist - Lighting: Face a light source so your face and hands are visible. - Phone position: Prop your phone so we can see you and your sink/vanity. - Sound: Quiet space with minimal interruptions. - Products ready: Lay out what you actually use in order. - Camera: Flip to the rear camera (or use the setting that lets us see what you see).

Welcome! A quick intro before we start

What this is: You’ve been invited to take part in a short research session about real-life skincare routines. We want to understand what works well for you, what’s frustrating, and where products or guidance could be better.

What you’ll do today (approx. 30 minutes):

Answer a few warm-up questions about your skin goals and routine.

Show your normal routine on camera please flip your camera so we can see you, the products you use, and how you apply them.

Hold each product up to the camera for 2–3 seconds so we can read the label, then apply as you usually wouldno changes needed.

Finish with a couple of quick questions.

Before we begin: set-up checklist

- Lighting: Face a light source so your face and hands are visible.
- Phone position: Prop your phone so we can see you and your sink/vanity.
- Sound: Quiet space with minimal interruptions.
- Products ready: Lay out what you actually use in order.
- Camera: Flip to the rear camera (or use the setting that lets us see what you see).

Welcome! A quick intro before we start

What you’ll do today (approx. 30 minutes):

Answer a few warm-up questions about your skin goals and routine.

Show your normal routine on camera please flip your camera so we can see you, the products you use, and how you apply them.

Hold each product up to the camera for 2–3 seconds so we can read the label, then apply as you usually wouldno changes needed.

Finish with a couple of quick questions.

Before we begin: set-up checklist

Welcome page media for participants

Drag an image or videoImages under 10 MB, videos under 25 MB

Show organization logo on welcome page

Consent form

Forms participants accept before the interview

Terms, privacy, and withdrawal

I have read and acknowledge Conveo's Terms of Service and Study Privacy Policy. I understand I can withdraw my consent to participate at any time without penalty, by closing this session or emailing [email protected].

Default

Recording and AI processing

I consent to being recorded (audio and/or video) and to my responses being processed by AI to generate insights for the Research Sponsor.

Default

Topic guide

Introduction

Research Objective 1

Title

Description

Capture the authentic step-by-step AM routine in situ: order of steps, product names, quantities used, application techniques (pat/rub, zones, wait times), and contextual constraints (lighting, sink setup, interruptions). Pay special attention to makeup prep and how skincare affects makeup application and wear (pilling, grip, shine control, longevity). Note any deviations between stated routine and observed behavior.

This is a warmup question: Probe: What are your top AM goals (e.g., hydration, oil control, calm redness, glow, SPF protection, makeup readiness)? Make sure to be empathic with the respondent and use the skin care goals as a hook for follow-ups. ALWAYS repeat the skin care goal during the follow-ups Feel free to use some of the following follow-ups: - How do you know it’s working by midday or the end of the day? - If they mention issues with their skin, follow up on how this makes them feel and if it holds them back / causes issues in daily life - Do goals change based on the day (workout, weather, makeup/no‑makeup)? Any doubts about whether your routine actually achieves these goals?

Moderator nudges during the walkthrough: 1) Pause to show the front label and any key claims. 2) Show the texture on your fingers before applying. 3) Where exactly do you apply—any zones you avoid? 4) How long do you wait between steps and why? 5) Any discomfort (sting, tightness, pilling, residue, scent)? 6) If you sometimes skip this step, when and why? Observation checklist (for coding): cleanse method and water temp; quantities used (e.g., pea-size, 2 pumps); sequencing logic; application technique (pat vs rub, upward strokes, eye area); wait times; stacking of actives; environment constraints (lighting, sink size, interruptions). If wearing makeup, capture how each AM step impacts application and wear (pilling, grip, shine control, longevity). Passively note any prestige/mass-market product formats without prompting for brand names.

Research Objective 2

Title

Description

Probe: What drives these choices—specific actives that work for you, texture/wear under makeup, price/value, availability, packaging, or recommendations (derm/creator/friends)? Where has one brand fallen short so you looked elsewhere? Any compatibility issues that force mixing (pilling, scent clash, layered feel)? Do you trust certain brands more for specific steps (e.g., sunscreen vs. moisturizer)? How do you evaluate when to switch or stay? What would make you consolidate to fewer brands?

Research Objective 3

Title

Description

Q10

Q11

Q12

Q13

Probe: Must-have steps and actives; makeup-compatibility (no pilling, good grip, shine control), shades if tinted SPF; guidance (amounts, order, frequency), app/on-pack cues; modular options by skin day/season; trial sizes vs. refills; acceptable price and subscription; personalization vs. simplicity; concerns about compromises or brand lock-in; what guarantee or experience would convince you to switch.

Epilogue