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Using deep qualitative and quantitative insights to shape the launch of an over-the-counter women’s health product in the UK

Problem context

Our client was planning the launch of a women’s health product in the UK and needed insight to support the launch. Specifically, they were interested to understand how women were currently treating the condition in question, how they experienced the condition, the distinct stages of the ‘patient journey’, and their receptivity towards the new product.
 

The objective was to inform the product’s positioning, target consumer, and communications strategy, including messaging and channel management.

Our approach

The study began with in-home ethnographic interviews. This helped gain an initial understanding of the women’s experiences to develop hypotheses to be validated in the follow-up quantitative study.
 

  • The quantitative study comprised  a large-scale survey of 500 women across the UK to establish the incidence of suffering of the condition and to profile sufferers followed  by a deep-dive with 150 women who were already using a product to address their condition.
     

  • a  focused effort with 150 women who were already using a product to address their condition.
     

Once the results from the primary research had been analysed, a number of workshops were conducted with the client team, the creative agency, and the external media buying partners.

An example of the output developed by the creative agency based on the insights following one of the brand workshops. The graphic brings to life one particular group of women’s experience of the condition and how they ‘move’ through the journey.

Insights

There were three categories of insights  that  informed the product launch
 

  1. Breaking down the opportunity. The quantitative analysis allowed us to get an overview of the market and highlight where pockets of opportunity existed.
     

  2. Understanding how the condition was experienced and how this varied. Through deep ethnography and the following quantitative validation, we were able to vividly represent the experience of the women.
     

  3. Categorising and sizing different paths through the ‘patient journey’.

We uncovered three categories of journey that different women undertook when addressing their condition. 

Impact

The insights were fundamental to the client’s launch strategy and influenced a range of decisions taken by the client and their agencies. Specifically, the ‘needs states’ analysis drove the brand’s central campaign which was featured on the London Underground.

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