Before launching his award-winning haircare range, Norris Ogario spent years listening. Every haircut in his Islington salon was a conversation, every product a live test. He learned what customers wanted, what they didn’t, and how they really felt about their hair.
That daily dialogue became his research lab. When he began developing Ogario London’s natural product line, he didn’t start with market data or focus groups. He started with people he already knew, women who trusted his craft and weren’t afraid to be honest. They tested early formulations, gave blunt feedback, and shaped the products long before they reached a shelf.
Four years of testing later, the Restore & Shine Hair Masque won major beauty awards. That success didn’t come from guesswork. It came from understanding customers so well that their needs were built into the formula.
The hard work of real customer research rarely looks glamorous. It’s small conversations, honest criticism, and long testing cycles. But it’s what gives a brand truth. When you listen deeply enough, your customers will tell you everything you need to know about what to make, how to make it, and why it matters.
Five things you can learn from Norris
- Start with real people. Talk to the customers you already serve, not the ones you imagine.
- Ask and listen. Every interaction is feedback, even silence tells you something.
- Test early and often. Trial small batches, tweak fast, and involve your audience in the process.
- Value honesty. The toughest feedback is usually the most useful.
- Build slowly. Patience pays off. Four years of testing built a product, and a brand, people now trust.
Read the full Ogario case study here.
