Our client, a major healthcare brand, was looking to create a new product entrant in the emergent CBD category. It was critical for them to understand what drives decision making for early adopters, as well as later category entrants. It was critical to understand where there is white space and underserved needs at present that could help influence marketing and NPD.
We designed a two phase approach:
– Qualitative communities helped us to understand existing motivations for those in the market in their own words, as well as capturing barriers among those not yet in the category
– A follow-up quant survey mapped out these core category dimensions – identifying which are most important for decision making, and where there are unfulfilled needs in the current market
Outputs from the project fed into development of a new product in multiple markets globally, identifying clear areas to focus on in terms of product attributes and design. The research was also able to guide on which benefits (both medical and in terms of broader lifestyle) were likely to be most effective for marketing among different potential customer segments.