Understanding the consumer usage experience for an OTC product
“Every competitor is scouting your product to find its weaknesses. It’s important to fix your product before they do.”
(Philip Kotler, Professor, Kellogg School of Management)
The challenge
A global pharmaceuticals manufacturer wanted to understand the consumer usage experience for one of their OTC products, as this had been identified as being crucial to generating repeat purchase.
However, not only did they need an agency that had a wealth of knowledge in designing product tests and providing marketing focused insights, but also one which had the capability to test products with active medicinal ingredients.
Objectives
- What did consumers like and dislike about the product?
- What benefits did they associate with the product?
- When did they use it?
Our approach
We designed, conducted and analysed a study which provided outputs to truly address the objectives of marketing. What’s more, our research was also compliant with Good Clinical Practice (GCP) incorporating the stringent safety requirements needed when conducting research on products containing active medicinal ingredients.
Conclusions
We were able to provide full insights into the consumer usage experience and specific elements that drive repeat purchase.
The impact
OTC product testing takes expertise and time, so studies for specific brands must provide the maximum return on investment. This study has been cited as a cornerstone study, providing the brand team with lasting insight.
For more information, contact Nicola Maxwell or Pete Gibson on 00 44 (0)1491 822515.