When considering consumer insights, they are often employed to focus on immediate matters. Let’s take a moment to contemplate a product launch, where brands would want to monitor consumer feedback to ensure the success of their product. Themes to be on the lookout for would include: Are consumers satisfied? Are there complaints about the product quality?

Beyond delving deeply into a single product, there are times when it’s crucial to zoom out and examine the broader market landscape at the category level. In this example, we have chosen to concentrate on hair care products and have selected five different topics. For each topic, we provide a snapshot of trends over time—specifically, from January 2018 to the present—and highlight the product that has garnered the highest share of discussion. This analysis encompasses both organic and incentivized reviews.

Smell Topic

Following overall product satisfaction, smell is by far the most important topic when it comes to the hair care category. The chart below shows that the topic peaked in January 2020 with very positive sentiment. Both the sentiment and the share of discussion of this topic have been in steady decline over time.

Highest Share of Discussion	Highest Consumer Sentiment

Frizz Control Topic

Nobody likes frizzy hair. It’s a struggle to keep tresses from wisping away and keeping coiffes sleek. This is the 16th most important topic based on the discussion volume. As you can see from the chart below, the topic that has a consistent share of discussion overall but like the smell topic shifted significantly from positive to negative or neutral consumer sentiment. 

Highest Share of Discussion	Highest Consumer Sentiment

Tangled Hair Topic

Knotty, tangled hair is often a frustration for consumers. It’s the 23rd most important topic in terms of discussion volume. The topic peaks several times but remains steady overall. Here, we also see that the topic skews neutral to positive for hair care products.

Highest Share of Discussion	Highest Consumer Sentiment

Shine Topic

Who doesn’t want shiny, shimmering hair? It’s a popular topic in this category, but how has it trended over time? The topic has consistently maintained a neutral to positive sentiment. It peaked in January 2020 with 9,381 mentions and has gradually declined to its lowest point in July 2023.

Highest Share of Discussion	Highest Consumer Sentiment

Lather Topic

The topic of lather peaked in January 2020 with a positive sentiment. However, over the years, the positive sentiment has decreased, fluctuating between neutral and negative. This is evident in July, where the sentiment was at 80%, accompanied by 3,284 discussions around this topic.

Highest Share of Discussion	Highest Consumer Sentiment

Conclusion

To recap, consumer insights from online reviews play a pivotal role in understanding the dynamic preferences and sentiments of our target audience. As we explored the world of hair care products, we witnessed how specific topics, such as smell, frizz control, tangled hair, shine, and lather, hold significant importance in consumers’ minds. The analysis of trends over time allowed us to grasp the ever-changing landscape of consumer sentiments and preferences.

Our exploration highlighted the paramount significance of product smell, with positive sentiment peaking in January 2020 but gradually declining over time. Additionally, we delved into the challenges of frizz control, which consumers remain deeply concerned about, as demonstrated by consistent discussions over time and fluctuations in sentiment. Tangled hair, shine, and lather also emerged as crucial considerations for consumers, each with its unique set of products generating notable discussions and sentiment.

By zooming out from individual products and analyzing the broader market landscape, we gained valuable insights that can shape marketing strategies, product development, and customer engagement in the hair care category. Understanding the ever-evolving needs and preferences of our consumers empowers brands to stay ahead of the competition and offer products that truly resonate with their target audience.

As we move forward, the journey of consumer insights remains integral to success in the competitive world of hair care products. Continually monitoring consumer sentiments and preferences, both organic and incentivized, will help brands stay relevant, innovative, and customer-centric. By incorporating these insights into our decision-making processes, we can foster deeper connections with our consumers and ensure the continuous growth and success of our hair care brands.

In a rapidly changing market, consumer insights are the guiding light that leads us towards creating products and experiences that touch the hearts of our valued customers. So, let us keep our ears close to the ground, listening attentively to the voices of consumers, and translating their desires into products that make a positive impact on their lives. Together, we can build a future where hair care products not only enhance beauty but also bring joy and confidence to people across the globe.

Florence Broder