Case Study: Kind Atom achieves faster beauty product decisions with Indeemo

Kind Atom turns 4 days of fieldwork into R&D decisions in 48 hours with Indeemo

Kind Atom, a brand strategy firm working with a Canadian leader in premium natural bodycare, faced the challenge of understanding real user behavior to launch a new super balm for face care. The client's initial instinct was to use focus groups, but Kind Atom's founder, Claudia Aguirre, knew that self-reported data in the beauty industry is often inaccurate. They needed to capture authentic, in-the-moment routines. Kind Atom used Indeemo's mobile ethnography platform to conduct the research.

Indeemo enabled a digital diary study where participants filmed their real bathroom routines and tested the unbranded product over several days. This approach provided rich, behavioral data that led to immediate decisions on packaging and formula within 48 hours of fieldwork concluding. The perceived-price analysis also gave the client the confidence to price the product beyond pharmacy grade. The success of the project led the client to commission a two-year research roadmap with Indeemo as a key element, having understood their customer in a deeper way than ever before.

Kind Atom