Hair Care Case Study: Eye Tracking Research Reveals Consumer Behaviour

Why Consumer Behaviour Research Matters More Than Product Chemistry for Hair Care Brands

Hair care companies have long relied on product scientists and lab technicians to evaluate texture, shine, and smoothness at microscopic levels. But what if the real driver of purchase decisions happens before anyone touches a single strand?

FineToday Co., Ltd., a Tokyo-based personal care manufacturer, discovered this gap when developing new hair products for the Southeast Asian market. Traditional evaluation methods captured expert opinions on hair quality but missed what mattered most: how everyday consumers actually perceive hair appearance when making buying decisions.

The gap between expert assessment and consumer reality

Most hair product testing follows a simple pattern. Experts examine individual hair strands under controlled conditions, documenting changes in protein structure, cuticle alignment, and moisture retention. These metrics matter for product development, but they rarely explain why someone chooses one shampoo over another at the retail shelf.

FineToday recognised this limitation after years of relying solely on technical assessments. The company needed a method that could measure genuine consumer response, not just laboratory performance.

What eye tracking revealed about damaged hair

Working with Zenith Partners' research team, FineToday conducted a study involving 40 Japanese women in their twenties who actively purchase beauty products. Participants viewed photographs comparing damaged and healthy hairstyles. The study divided participants into two groups: one asked to identify their preferred hairstyle, and another asked to spot the less desirable option.

The findings challenged common assumptions. Regardless of which question participants answered, damaged hair consistently attracted more visual attention than healthy hair. This suggested that in natural browsing conditions (without specific instructions), consumers unconsciously focus on flaws and problem areas rather than aspirational results.

For product marketing, this insight carries serious implications. If consumers naturally fixate on damage, then before-and-after comparisons, product demonstrations, and retail displays need to account for this attentional bias. Simply showing beautiful results may not work if customers instinctively look for what's wrong first.

From presentation to practical application

FineToday shared these findings at the 26th Japan Society of Kansei Engineering conference in Tokyo, September 2024, where the research generated strong interest from industry participants. The company has since expanded its research agenda to include different age groups, ethnicities, and genders across multiple markets.

This reflects a broader shift in how consumer goods companies approach product development. Rather than treating consumer research as an afterthought or validation step, leading brands now integrate behavioural data early in the design process. The goal: understand how real people think, look, and decide before committing to product formulations, packaging designs, or retail strategies.

What this means for brands expanding in Southeast Asia

For companies entering markets like Singapore, Malaysia, or Indonesia, understanding local consumer behaviour becomes even more critical. Cultural context shapes how people perceive beauty, evaluate product claims, and respond to marketing messages. What works in Tokyo may not translate directly to Jakarta or Kuala Lumpur.

Eye tracking research helps brands identify these differences before launching products in unfamiliar markets. By observing where consumers actually look (not just what they say they notice), companies can optimise packaging hierarchies, adjust claim placement, and refine product demonstrations to match natural viewing patterns.

This approach reduces the risk of expensive missteps. Instead of guessing which features will resonate or relying on internal opinions, brands can test hypotheses with real consumers and adjust strategy based on evidence.

Human-centred research methods like eye tracking are becoming standard practice for companies serious about understanding their customers. The shift from expert-driven evaluation to consumer-focused analysis represents more than a methodological change. It's a recognition that purchase decisions happen in the minds of buyers, not in laboratory results.

Need to understand how your customers actually see your products?Zenith Partners uses eye tracking and behavioural analysis to reveal what drives attention, builds trust, and triggers purchase decisions. Book a free consultation to discuss your market research needs.