Concept test
Would You Switch to Switch 4?
In a concept test of the Switch 4 four-blade cartridge with 101 Indian men who shave regularly, the idea works but a quarter misread it. 72% correctly call it a replacement cartridge and 66% would buy it. Among those who understand it, 78% would buy, against 36% of those who do not.
Explore the findingsCorrectly identify it as a replacement cartridge
Average appeal score across all respondents
Say they would definitely or probably buy it
Based on 101 completed responses. Concept test.
What we set out to answer, and what we found
A four-blade cartridge that fits your existing handle, costs 33% less and adds a back blade for precision. Would men actually switch?
Do people even understand what it is?
We showed 101 regular shavers the full Switch 4 product description and checked whether they had understood the core idea.
Does it appeal, and does it feel personally relevant?
We measured first-impression appeal and whether the product solves a problem they actually have.
What makes them hesitate, and what seals the deal?
We asked for their single biggest concern and the features they consider must-haves.
Would they actually buy it?
We measured purchase intent, expected price, value for money and likelihood of buying again.
A quarter misread the product. 72% correctly identify Switch 4 as a replacement cartridge. The other 28% think it is an electric shaving system or a disposable razor. Among those who understand it, 78% would buy it. Among those who do not, just 36%. Fixing comprehension is worth more than any feature improvement.
Appeal and relevance are both high. Average appeal is 8.1 out of 10, personal relevance is 8.0, and 69% rate both an 8 or higher. Respondents are not saying "interesting but not for me".
The four-blade closer shave is the top selling point, ahead of the 33% price cut. 28% name four blades as the standout feature, against 19% for price. Performance lands harder than the price story.
Price and quality are the two main hesitations, about equally. 31% name price or value as their concern and 29% name quality or durability. Together they make up 6 in 10 hesitations.
Electric shaver users are the keenest to switch. 73% of electric shaver users say they would buy Switch 4, against 66% of Gillette users and 61% of Bombay Shaving Company users.
Most expect to pay ₹100 to ₹199 for a two-pack. 53% put their expected price in that range, and only 9% would pay ₹300 or more.
Comprehension Matters
Buy intent when people understand it vs when they do not
Who We Asked
Current Shaving System
Base: 101 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| Bombay Shaving Co | 35.6% |
| Gillette cartridge | 34.7% |
| Electric shaver | 29.7% |
01. All 101 men shave regularly. They split roughly equally across three systems: Bombay Shaving Company (36%), Gillette cartridge (35%) and electric shavers (30%). Average age is 33.4, and they come from 14 cities and 9 states.
02. 86% are already quite happy with their current system (satisfaction averaging 4.24 out of 5). These men are not hunting for an alternative.
03. Every respondent has a say in the purchase. 63% make the buying decision themselves and 37% strongly influence it.
Do People Understand What Switch 4 Is?
What Do People Think Switch 4 Is After Reading the Description?
Base: 101 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| Replacement cartridge (correct) | 72.3% |
| Complete electric system (wrong) | 24.8% |
| Disposable razor (wrong) | 3% |
Would Buy (Definitely + Probably), by Comprehension
Understood it: 73 respondents; misunderstood it: 28
View the data behind this chart
| Answer | Share |
|---|---|
| Understood it | 78.1% |
| Misunderstood it | 35.7% |
01. 72% correctly understand what Switch 4 is. 25% think it is an electric shaving system and 3% think it is a disposable.
02. Among the 73 who got it right, 78.1% would buy it. Among the 28 who got it wrong, only 35.7% would. That is a 42-point gap in purchase intent, and it sits alongside the comprehension split.
First Reactions and Appeal
First Word That Comes to Mind
Base: 101 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| Convenient | 27.7% |
| Interesting | 27.7% |
| Useful | 22.8% |
| Different | 6.9% |
| Unconvincing | 5.9% |
| Unnecessary | 5% |
| I am not sure yet | 4% |
Appeal Score
% of respondents by score (0-10), base 101; mean 8.13
View the data behind this chart
| Answer | Share |
|---|---|
| 1 | 1% |
| 2 | 1% |
| 3 | 1% |
| 4 | 3% |
| 5 | 5% |
| 6 | 6% |
| 7 | 14% |
| 8 | 16% |
| 9 | 24% |
| 10 | 30% |
01. 78% reach for "convenient", "interesting" or "useful". Just 11% say "unconvincing" or "unnecessary".
02. Average appeal is 8.13 out of 10 (69% rating 8+), and personal relevance is close behind at 8.02.
What Problems Does Switch 4 Solve?
Which Shaving Problem Could Switch 4 Help Solve?
Base: 101 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| Getting a closer shave | 17.8% |
| Reducing cartridge replacement cost | 16.8% |
| Reducing irritation or discomfort | 15.8% |
| Improving precision around facial hair | 15.8% |
| Shaving difficult facial contours | 12.9% |
| Rinsing the cartridge more easily | 11.9% |
| Needing fewer strokes | 6.9% |
| It does not solve a problem I have | 2% |
01. No single problem dominates. Respondents named closer shave (18%), cost reduction (17%), irritation (16%), precision (16%), contours (13%) and rinsing (12%).
02. 66% say they face the problem they picked "most times" or "every time" they shave, and 26% face it "sometimes".
What Makes People Hesitate, and What Do They Consider Essential?
The One Thing That Makes You Hesitant
Coded from open-ended answers. Base: 101 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| Price or value concern | 30.7% |
| Quality or durability doubt | 28.7% |
| Other or unclear | 20.8% |
| Handle compatibility worry | 5.9% |
| No clear hesitation | 5% |
| Brand trust or newness | 4% |
| Blank | 3% |
| Skin irritation concern | 2% |
Which Benefits Are Essential for You to Choose a Cartridge?
Multi-select. Base: 101 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| Less irritation and more comfort | 37.6% |
| Closer shave from four blades | 34.7% |
| Fits a handle I already own | 28.7% |
| Longer cartridge life | 28.7% |
| Back blade for precision | 25.7% |
| Lower price than normal cartridges | 24.8% |
| Pivoting head for facial contours | 17.8% |
| Easy rinsing | 16.8% |
01. 31% name price or value as their top concern and 29% name quality or durability. Together they dwarf everything else. Handle compatibility (6%), brand trust (4%) and skin irritation (2%) rarely come up as barriers.
02. Among must-haves, "less irritation and more comfort" leads at 38%, just ahead of "closer shave from four blades" at 35%. Lower price is at 25%, behind both performance claims.
Would People Actually Buy It?
How Likely Would You Be to Buy Switch 4 Today?
Base: 101 respondents; nobody said "definitely would not"
View the data behind this chart
| Answer | Share |
|---|---|
| Definitely would buy | 33.7% |
| Probably would buy | 32.7% |
| Might or might not | 26.7% |
| Probably would not | 6.9% |
Would Buy (Definitely + Probably), by Current System
Bases: BSC 36, Gillette 35, electric 30
View the data behind this chart
| Answer | Share |
|---|---|
| BSC cartridge users | 61.1% |
| Gillette users | 65.7% |
| Electric shaver users | 73.3% |
Expected Price for a 2-Pack of Cartridges
Base: 101 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| Below ₹100 | 9.9% |
| ₹100-₹149 | 28.7% |
| ₹150-₹199 | 23.8% |
| ₹200-₹249 | 16.8% |
| ₹250-₹299 | 11.9% |
| ₹300 or more | 8.9% |
01. 34% say "definitely" and 33% say "probably", a combined top-2-box purchase intent of 66%. Only 7% say "probably would not buy" and nobody says "definitely would not".
02. Electric shaver users are the keenest group at 73%, ahead of Gillette users (66%) and Bombay Shaving Company users (61%). Each group is small, so treat the order as directional.
03. Value for money averages 8.13 out of 10 (71% rating 8+), and among those who would try it, 88% say they would buy it again if it worked as expected.
04. ₹100-₹149 is the biggest price bracket (29%), and 53% expect to pay between ₹100 and ₹199 for a two-pack. Only 9% would pay ₹300 or more.
What Makes Switch 4 Stand Out?
Which Single Feature Makes Switch 4 Stand Out Most?
Base: 101 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| Four blades for a closer shave | 27.7% |
| 33% lower price | 18.8% |
| Fits popular three-blade handles | 10.9% |
| Comfort and dual lubricating strips | 10.9% |
| EasyRinse technology | 9.9% |
| Pivoting head | 6.9% |
| Longer cartridge life | 5.9% |
| Back blade for precision | 5.9% |
| Nothing stands out | 3% |
01. The four-blade closer shave leads at 28%, ahead of the 33% lower price at 19%. Handle compatibility, comfort strips and EasyRinse each get around 10-11%, and only 3% say nothing stands out.
02. Asked how Switch 4 compares with their current system, 37% say it is "different mainly because it costs less", 27% say "somewhat different and better" and 26% say "meaningfully different and better". Only 9% see no difference or something worse.
What we would recommend
Practical priorities drawn from this study for further validation.
Fix the comprehension gap before spending more on marketing.
25% of the audience thinks Switch 4 is an electric system, not a cartridge. That one misunderstanding more than halves purchase intent (78% vs 36%). Packaging, ads and everything else should lead with "replacement cartridge for your existing handle" in plain words.
Lead with the closer shave and comfort, and keep the price cut in support.
"Less irritation and more comfort" is the top essential benefit (38%), and the four-blade closer shave is the top standout feature (28%). The 33% price advantage matters but ranks behind those two performance claims. Use it as supporting proof and not as the headline.
Deal with quality and durability doubt in the first purchase.
29% name quality or durability as their single biggest hesitation, close to price at 31%. A visible quality guarantee, testimonials from real users or a satisfaction promise would lower the risk of a first purchase.
Make electric shaver users a main acquisition target.
Electric shaver users show the highest purchase intent of any group at 73%, ahead of both cartridge-user segments. They are outside the core cartridge category, but they are the easiest to convert in this data. Include them deliberately in media and channel targeting, bearing in mind that the group is small.
Price the two-pack between ₹100 and ₹149 to match the largest expectation bracket.
29% name this range as what feels reasonable, and 53% fall between ₹100 and ₹199. A two-pack priced above ₹200 will feel high to roughly half the audience.
