CONSUMER INSIGHTS & MARKETING RESEARCH
Rhode
A customer satisfaction research study exploring what drives product preference, repurchase intent, and perceived value.
2025 Academic research project · Conceptual
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My Role
Research · Secondary Research · Consumer Insights · Research Design · Strategic Analysis
Deliverables
Research Question · Secondary Research Analysis · Research Proposal · Survey Design
01 — The Opportunity
A growing beauty brand needs to understand what keeps customers coming back.
As Rhode expanded from its original skincare lineup into makeup, I saw an opportunity to better understand what was driving customer satisfaction across the brand. Rather than focusing only on product popularity, I wanted to identify the specific factors influencing how customers evaluate their Rhode experience.
@rhode, Instagram. Accessed September 2026. Used for analysis.
02 — Cultural Insight
The strongest product stories were consistent—but not universal.
Across four beauty reviews, I found a recurring pattern: Rhode's strongest satisfaction drivers centered around lightweight formulas, hydration, texture, visible results, and an easy-to-use product experience. At the same time, reviewers identified opportunities around specific skin concerns, packaging, and product functionality.
03 — Strategic Response
Turn scattered customer feedback into a research framework.
I translated the secondary research into a focused customer satisfaction study designed to identify which factors matter most to Rhode customers. I defined five research objectives covering satisfaction, satisfaction drivers, dissatisfaction, repurchase and recommendation intent, and differences between skincare and makeup customers.
04 — THE RESEARCH DESIGN
Design the study around the customer.
I proposed an online survey targeting Rhode customers aged 18 and older who had purchased and used at least one Rhode product within the previous six months. This sample was designed to capture recent experiences while allowing comparisons across skincare and makeup users.
@rhode, Instagram. Accessed September 2026. Used for analysis.
05 — Measurement
Build the framework for measurable customer insight.
Because this project focused on research design rather than completed primary research, I developed the measurement framework rather than reporting customer results. The proposed study would evaluate overall satisfaction, satisfaction drivers, dissatisfaction factors, repurchase intent, recommendation intent, and differences across product categories.
06 — Reflective Takeaway
This project taught me how to move from a broad business question into a focused research framework. The secondary research helped me identify recurring themes in customer experiences, while the proposal pushed me to translate those insights into measurable questions that could guide future marketing decisions.