Using research to gauge market size and structure to inform business strategy


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Why the client needed the research
ISA Training is the leading training provider in Wales for in-salon, vocational training in hairdressing and barbering. They cater to various business types within the hair and beauty sector in Mid and South Wales.

Of key importance is having reliable, up-to-date and detailed information about their target business audience. Available information sources were limited in their usefulness, therefore ISA Training commissioned Beaufort Research to conduct independent market research to address these information gaps.

image Our approach
A two-stage methodology was employed: stage one involved comprehensive desk research to determine the number of businesses currently trading in Wales in each of the relevant hair and beauty sectors; stage two took the form of a business-to-business telephone survey to gather robust data on services provided, employee and apprentice numbers, age and gender profile of staff and annual turnover amongst these businesses.

A census approach was taken: all hair and beauty businesses currently trading in Wales were contacted (on average 5 times) in order to secure an interview. A total of 1,389 interviews were achieved, using Beaufort’s CATI (Computer Aided Telephone Interviewing) research unit, representing an overall response rate of 55%.  All data was then up-weighted to reflect the profile of the universe, with accurate estimates calculated for market size and structure for the whole of the hair and beauty sector in Wales. 

The outcome
We provided ISA Training with valuable market intelligence to help them grow their business, and extend their training offering to the whole of Wales. 

What the client said
“I would use Beaufort again and again and would recommend them to any other third party. As far as I am concerned please continue to do what you do in the way that you do!”
Shirley Davis-Fox, MD