Following the findings from focus group, the group laid out the hypothesis that the survey seeks to find out:

 

H1: SK-II has high Top of Mind awareness

H2: We hypothesize that among all the current brand propositions of SK-II, femininity is not the most salient for both users and non-users.

H3: People perceived SK-II products to be more effective compared to other brands

H4: People perceived SK-II products to be more expensive compared to other brands  

H5: Users are willing to continue to use or recommend it

 

Similarly, the questions are structured using the CBBE model as a guide and implications from the exploratory anthropological exercise would also be examined.

 

A total of 77 respondents took part in the survey with 86% female respondents and 14% male respondents. We further break them down into the three different segments, Madam, Missus and Gentlemen. Their feedbacks would be valuable to the group in formulating the next step for the brand. As followed is a breakdown of their detailed breakdown of their age and monthly income.