Grow
One Intelligence Layer. Three Ways to Win.
Understand what truly drives customer decisions.
Grow analyzes customer language across reviews, forums, social, VOC, and search to identify:
- Motivations
- Friction
- Trust gaps
- Jobs-to-be-done
- Emerging category narratives
Outcome:
Smarter positioning, messaging, and growth strategy rooted in live customer truth.
Personas
Category
Competitor
Brand
Soc. Media
Platform
SWOT
JTBD
THEMES
Customer Personas
Fragrance Forwards (30%)
Users satisfaction driven by fragrance experience
Core Needs
- Fresh scent, not overpowering
- Removes odors and keep hair smelling clean
- Leaves no reside
Frustrations
- Fragrances are cloying or unpleasant
- Scents can cause headache
- Visible white residue
Playful, nostalgic scents key trigger
Preferred Brands. Baiste- 35%, Amika 18%
Value Seekers (21%)
Users choose based on affordability, deals, value for money
Core Needs
- Affordable price
- Lasts longer by minimal usage
- Larger multipack sizes with savings
Frustrations
- Feels overpriced compared to alternatives
- Product wastage due to malfunction
- Runs out too quickly:
Making waste free reliability critical for value
Preferred Brands. Baiste- 35%, Amika 18%
Fashion Oriented
Users who use asa styling product to lift & hold
Core Needs
- Delivers longlasting volume & lift
- Keeps hair looking freshly styled between washes
- Reliable styling
Frustrations
- Hair stiff, dry making volume styling difficult
- Leaves visible white residue
- Leave hair flat or greasy
Visible volume with a clean residue free finish over brand or price
Preferred Brands. Baiste- 35%, Amika 18%
Clean Beauty
Users who prioritize clean, safe and green
Core Needs
- Uses safe, non toxic, ingredients
- Gently absorbs oil without irritation
- Protects hair health
Frustrations
- Harmful ingredients ingredients leads safety concern
- Triggers scalp irritation, allergies
- Repeated use causes dryness
