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WEBINAR
How a Small OTC Brand Got Big
Insights to Wow a Major Retailer
THANKS FOR JOINING US TODAY
• Using consumer insights and concept validation to
bolster a retail presentation
• Tips for a successful presentation
• How to use agile research approaches even if you’re
not a researcher
AGENDA
OPPORTUNITY: MEETING WITH KEY
CUSTOMER
MajorRetailer
“When you try to organize a study with multiple consumers, it usually takes a lot of time, and we didn’t have much time.”
Ned Becker, VP Sales & Marketing, PD Holdings
BUILDING A STRONG CASE
Needed deeper understanding of both Millennials and Moms, to develop communication that targets each audience’s specific wants and needs
• Validated product concepts • Optimized positioning
Prioritizeconsumer needs
Optimizeyour concepts
Iterateas you learn
7…IN DAYS
SOLUTION: DIGSITE PRODUCT
CONCEPT SPRINTS™
“Digsite gives some great initial concept feedback in a cost-effective and time-effective way.”
COLLABORATIVE APPROACH ALLOWS
MARKETERS DIRECT INVOLVEMENT
Digsite designed a
Sprint community
Client observed &
ask questions
Team adjusted
based on results
“We were able to reference real people and real, honest feedback from the target consumers.”
Ned Becker, PD Holdings
ENGAGING CONSUMERS IN REAL-TIME
TALKING TO THE RIGHT CONSUMERS
Moms
Ages 25-50
With children ages 2-10
30Millennials
Ages 18-34
Diverse demographic
30
18-23
24-29
30-34
MILLENNIAL AGE RANGE
0 to 3 4 to 6 7 to 9 10 to 13 14+
MOM'S CHILDREN AGE RANGE
Digsite used SocialFind™ recruiting to identify consumers for each Sprint
UNDERSTANDING WHAT IS IMPORTANT
TO MILLENNIALS AND MOMS
“I am a mother and wife. My daughters are 9 & 7. Most items in my medicine cabinet are generic. they are cheaper and tend to work just as well as name brands. Most of what I have on hand is cold medicine as cold bug just went through our house. I try to keep acetaminophen on hand at all times. I think this is overall what we use the most of. I ran out of children's just the other day. I try to keep an antibacterial ointment in as well. Other than that, I tend to pick up stuff as i need it and what is in the cabinet is left over from the last time it was needed.”
“I am 27-year-old woman who loves to travel, try new things, and work out. Because of this, I typically have some foot or back pain, bruises, and terrible terrible allergies. I usually keep aspirin, NyQuil, DayQuil, Salon-pas heat pads, and other pain killers and cold medicines on hand. I always make sure to keep a good supply of Mucinex and netipot packets to keep my allergies under wrap.”
USEFUL FEEDBACK AND DIRECTION
ON PRODUCT CONCEPTS
MMil
Convenience
Easy to Consume
Taste
Millennials Moms
Mobile Use
Kid Consumption
Mess Management
IN-DEPTH INSIGHTS FOR
PRODUCT POSITIONING
Tiana (millennial): “I picked concept one because it's my favorite of the two. To promote this type of product to my friends I'd call it Blast Chews and describe it as an easy to take OTC medicine that has a burst of delicious flavor and is easy to take on the go. Here's a picture I drew up that I think would make for a persuasive ad for this product.”
OUTCOMES
Understanding of What is Important to Audience
Solidified Product Direction
Optimized Positioning
A Successful Retailer Meeting
Differentiation from Competition
“The data from Digsite gave enough punch to our
presentation to turn some heads with our retail
customer.”
TIPS FOR RETAIL PRESENTATIONS
Make sure the insights are relevant to the
retailer’s target market
Insights should be easily digestible. Use bite sized insights that are easily remembered
The best insights would have impact across the
category.
Make sure your buyer wants/needs the insights you are
bringing
Bring the consumer to life, and show how you
solve their problem
WHY DIGITAL TOOLS CAN HELP WITH
PREPARING FOR RETAILER MEETINGS
Faster recruiting cycles
Lower research costs
Real-time user experiences
On-demand optimization
Visual story telling
THIS AGILE RESEARCH APPROACH CAN
WORK FOR A WIDE RANGE OF ISSUES
KEY
DECISIONS
Prioritize consumer needs
Build/Optimize creative or concepts
Iteratebased on learning
Repeat as
needed
EXAMPLES OF SPRINT COMMUNITIES
ADDITIONAL RESOURCES
QUESTIONS?
Big Thank you to Ned Becker and the PD Holdings Team for contributing this case study!
Let us know how we can help you