Discovering future growth opportunities for Seemwell, a Salon platform company

Challenge

Seemwell started life as an idea around a dining room table in 2010. Now, over 40 salons across Chennai have partnered with Seemwell, making the most of both the salon software and the consumer-facing hair & beauty booking platform. The research partnership between Cognitive and Seemwell has been integral to this growth journey. Building strong B2B relationships is at the heart of Seemwell’s success. Its partnerships with hair and beauty businesses allow it to provide a thriving marketplace of services for its B2C customers across Chennai. Seemwell wanted to further understand and deepen these B2B relationships to uncover new opportunities for growth.

Approach

We designed and executed an extensive program of research, spanning 3 phases, 10 cities and 2 B2B audiences. At every stage of the process, the research methods were tailored to gain the richest possible insight across this broad range of areas and audiences. We began merging traditional market insight with desk research to help Seemwell understand the market landscape across Chennai. Next, we conducted interviews with salon partners to understand more about their needs and expectations of Seemwell. Finally, we harnessed a CATI approach to ascertain the size of the opportunities identified as part of the research.

Results

Findings from the research have shaped every aspect of Seemwell’s strategy. A rich understanding of its salon partners’ needs has informed everything from the proposition

Seemwell offers, right through to the messages it leverages in its comms with this audience.

Feedback from Seemwell

Cognitive has produced an exceptional body of work which plays a crucial part in planning marketing strategies and understanding the opportunities for our business as we continue to grow.

We couldn’t ask for a better partner; they provided true expertise, valuable insights and commitment to quality across each project.