The activity was organised with the aim of gathering the following insights:

1. SK-II’s brand perception in terms of CBBE pyramind; Salience, Imagery, Performance, Judgement, Feelings and Resonance

2. Purchase and usage behavior (motivations and barriers) for skincare products, especially SK-II

3. Probe into the findings found in exploratory research 2A​

 

A total of 11 participants (5 users and 6 non-users) with diverse background and age groups were invited to provide a varied yet balanced viewpoints to this focus group discussion.

 

To facilitate interactions among moderators and participants, the discussion was conducted in a classroom. Separate sessions were held for users and non-user so as to uncover any difference in the perception towards the brand between the 2 groups. Nevertheless, identical questions were posted to the all participants and the questions were structured using the CBBE pyramid as a guideline. In addition, Personification and Projective Techniques were also employed in this study.