Loreal Case Study

1. Which concept describes a hairstyle that gains popularity quickly but fades within a short period? A. Trend | B. Fad | C. Market fit | D. Positioning

B. Fad

2. Which concept describes a style or behavior that maintains popularity over time? A. Trend | B. Fad | C. Search spike | D. Viral moment

A. Trend

3. Which trend durability test evaluates whether a hairstyle fits consumers' everyday routines and occasions? A. Market fit | B. Adopters | C. Lifestyle fit | D. Real benefit

C. Lifestyle fit

4. Which trend durability test evaluates whether a hairstyle provides valued outcomes such as confidence or self-expression? A. Real benefit | B. Market fit | C. Adopters | D. Lifestyle fit

A. Real benefit

5. Which trend durability test examines whether wider changes in products, skills, access, and habits support adoption? A. Lifestyle fit | B. Adopters | C. Real benefit | D. Market fit

D. Market fit

6. Which trend durability test examines who is actually trying a hairstyle beyond celebrities? A. Market fit | B. Adopters | C. Lifestyle fit | D. Real benefit

B. Adopters

7. Which strategy involves gathering and interpreting consumer information from social media? A. Push strategy | B. Influencer marketing | C. Pull strategy | D. Product positioning

C. Pull strategy

8. Which strategy uses consumer insights to develop and market an offering? A. Push strategy | B. Pull strategy | C. Social listening | D. Market research

A. Push strategy

9. What is the process of identifying and analyzing quantitative and qualitative online conversations about consumers, products, or brands? A. Product positioning | B. Social media listening | C. Market segmentation | D. Incremental testing

B. Social media listening

10. Which type of data includes numerical information such as search volume, views, and number of comments? A. Qualitative data | B. Customer feedback | C. Quantitative data | D. Observational interpretation

C. Quantitative data

11. Which type of data helps explain why consumers are interested or what difficulties they experience? A. Quantitative data | B. Purchase rate | C. Search volume | D. Qualitative data

D. Qualitative data

12. Which statement best describes what a spike in online searches demonstrates? A. Guaranteed purchases | B. Attention or interest | C. Long-term loyalty | D. Proven trend durability

B. Attention or interest

13. Which concept describes a consumer problem or desire that existing products do not adequately address? A. Unmet need | B. Social reach | C. Brand awareness | D. Market share

A. Unmet need

14. Which evidence from the L'Oréal case most strongly suggested an opportunity to improve at-home hair coloring? A. Celebrity red carpet appearances | B. Magazine predictions | C. Consumers improvising tools and struggling with DIY application | D. High engagement on fashion posts

C. Consumers improvising tools and struggling with DIY application

15. Which listening practice involves using related search terms such as ombre and dip-dye while separating unrelated meanings? A. Influencer targeting | B. Keyword and vocabulary selection | C. Price testing | D. Product differentiation

B. Keyword and vocabulary selection

16. Which listening practice involves categorizing posts by desired result, barriers, workarounds, and reported outcomes? A. Coding a consistent sample | B. Increasing reach | C. Setting a retail price | D. Selecting a celebrity

A. Coding a consistent sample

17. Which research limitation occurs because social media users and commenters may not represent the overall consumer market? A. Incremental contribution | B. Product cannibalization | C. Online sample bias | D. Price elasticity

C. Online sample bias

18. Which part of the five-field evidence note describes something directly seen, such as consumers using toothbrushes to apply dye? A. Interpretation | B. Observation | C. Alternative explanation | D. Decision affected

B. Observation

19. Which part of the five-field evidence note considers another possible reason for an observed behavior? A. Next check | B. Interpretation | C. Decision affected | D. Alternative explanation

D. Alternative explanation

20. Which part of the five-field evidence note identifies how to test whether an interpretation is correct? A. Observation | B. Alternative explanation | C. Next check | D. Decision affected

C. Next check

21. Which concept focuses on the situation, desired outcome, and barrier a customer faces rather than only demographic characteristics? A. Customer job | B. Celebrity endorsement | C. Search volume | D. Market share

A. Customer job

22. Which marketing decision involves selecting customers based on their needs and explaining why the offering is preferable to alternatives? A. Social listening | B. Targeting and positioning | C. Search measurement | D. Trend forecasting

B. Targeting and positioning

23. Which product-development approach best addresses the DIY difficulties identified in the L'Oréal case? A. Adding more celebrity endorsements | B. Increasing social media impressions | C. Making application easier and results more consistent | D. Raising prices to match luxury salons

C. Making application easier and results more consistent

24. Which creator-selection principle emphasizes relevant audience, demonstrated skill, and clear explanations rather than follower count alone? A. Maximum reach | B. Celebrity popularity | C. Viral potential | D. Audience fit and useful demonstration

D. Audience fit and useful demonstration

25. Which stage of the companion's customer journey focuses on showing a hairstyle to relevant potential customers? A. Discover | B. Understand | C. Try | D. Learn and retain

A. Discover

26. Which customer journey stage focuses on explaining how a product works and addressing application concerns? A. Try | B. Discover | C. Understand | D. Learn and retain

C. Understand

27. Which customer journey stage focuses on providing a purchase route and measuring purchase rate? A. Discover | B. Try | C. Understand | D. Learn and retain

B. Try

28. Which customer journey stage uses actual product experiences, complaints, and repeat purchases to improve the offering? A. Discover | B. Understand | C. Try | D. Learn and retain

D. Learn and retain

29. In a randomized comparison, 5% buy after a new demonstration and 3% buy after an existing demonstration. What is the difference in purchase rates? A. 2 percentage points | B. 2 percent | C. 5 percentage points | D. 8 percentage points

A. 2 percentage points

30. A campaign generates 20 additional orders with $12 contribution per order and $200 additional content cost. What is its estimated incremental contribution? A. $240 | B. $200 | C. $40 | D. $440

C. $40