The challenge - research to optimise the launch of a new product into a regulated market
Beehive were tasked with undertaking a year-long research programme to support the launch of a new Nicotine replacement product into a highly regulated marketplace. The product had been created, however insight was needed to support the entire marketing and product development cycle.
We devised a year long programme of qualitative and quantitative research projects to inform and support the development cycle, including being able to demonstrate to the medical authorities that the company was ‘listening to consumers’.
The programme covered market sizing and customer segmentation to evaluate the commercial potential; product naming; customer needs/ drivers for purchase; advertising and messaging; logo and pack design.
The successful launch of the product, with medical authority approval providing a clear understanding of potential customers, including the barriers and motivators for take up.
Seven clear segments were identified, some with a strong propensity to purchase, but others highly unlikely to. The potential size of each group, in terms of population % and estimated volume, enabled a commercial evaluation.
Messaging, product name, logo, and pack design, were all tested among the primary segments to ensure product purchase was optimised.