SOEZI Collaborated with ThinkSurvey for Market Research-Led Product Launch
An overview:
Srishti Raai, Co-Founder of SOEZI Beauty LLP, saw a clear gap in the Indian beauty market – there was no glamorous, high-quality, truly Made-in-India press-on nail product. The existing options lacked elegance and convenience, making them unsuitable for modern, aspirational women seeking quick beautification without compromising on style or quality.
The Challenge:
SOEZI aimed to capitalize on this opportunity with a fresh product line. However, the lack of robust, accurate, and India-specific market insights was a significant barrier. They approached ThinkSurvey with a set of strategic objectives:
- Pinpoint the ideal consumer persona and their beauty preferences
- Gauge awareness and acceptance of press-on (artificial) nails in the Indian market
- Determine viable price positioning based on real consumer sensitivity
- Identify women’s product styling preferences, including colour, shape, and size
ThinkSurvey in Action:
To meet SOEZI’s ambitious goals, ThinkSurvey implemented a structured, insight-driven research approach:
- Requirement Gathering – Collaborated with SOEZI to finalize research goals, sampling framework, target audience definitions, product testing parameters, competitive benchmarking, and deliverables to ensure alignment with business objectives and consumer insight needs.
- Instrument Design – Built a refined survey instrument with validated scales, and tailored demographic profiling to capture beauty product usage, styling preferences, purchase intent, and price elasticity.
- Data Collection – Deployed the survey through ThinkSurvey’s proprietary online audience panel, covering 60+ cities, and supplemented with stratified sampling, mobile-friendly survey distribution, and real-time response tracking to ensure representative, reliable, and high-quality primary data.
- Data-driven consultations – Our team of research experts delivered a strategic market research report consolidating consumer archetypes, competitive positioning maps, price sensitivity analysis, USP messaging strategies, and go-to-market recommendations, enabling SOEZI to make evidence-based business decisions.
Outcome & Impact
ThinkSurvey’s data-driven strategy enabled SOEZI to:
- Define precise consumer segments with tailored pricing and product messaging
- Select high-demand nail designs and USPs
- Release a successful product offering featuring 20+ unique press-on nail designs, blending style and practicality
The launch was met with widespread acclaim—SOEZI’s press-on nails became a preferred choice among women seeking quick, fashionable, and reliable nail solutions in India.
Why This Research Approach from ThinkSurvey Worked for SOEZI
- Timely Market Entry in a burgeoning category with clear growth forecasts
- Competitive Advantage through validated consumer insights
- Reduced Launch Risk by testing assumptions pre-launch
- Brand Credibility by aligning product with real desires and expectations
Have a business-idea in mind? Connect with ThinkSurvey to get accurate market research done for start-ups and SMEs.
Data Collection
Time to float the survey to our proprietary audience panel
Quantitative Analysis
Our experts churn data from every possible angle to bring out the best results
Final Closure
Time to bring everybody on board, discuss the findings, and take actions
“ThinkSurvey provided accurate data collection, giving an overall market overview & also helping with curating the kind of research required for every product.” – Srishti Raai, Co-Founder, SOEZI Beauty LLP 