Building a Winning Proposition

The Challenge

Understanding suffers’ needs, expectations, and pain points to accelerate innovation in tackling airborne allergens.

COVID-19 has done many things… but one thing relevant to our client was create a real concern among its audience towards the transmission of germs in the air. By coincidence more and more people are also suffering from allergies, yet current remedies are generally thought to aggravate rather than soothe. With that our client – one of the leading brands in the air purification space – identified a new opportunity to create a sanitizer product that could effectively remove allergens from the air. But first, it needed to take a step back and understand what allergens even mean to people and how they currently combat them, before building a credible and relevant proposition to blast those germs away!

 

The Approach

We started by connecting with allergy suffers across the UK, China, and India in a multimedia digital diary study to get under the skin of their allergy experiences within and outside the home, nuancing their tensions based on individual markets contexts. We then tested two product concepts with the audience to determine what was relevant to them and what wasn’t, and therefore what specific elements a new product needed to have a successful cut-through. 

We also consulted experts in the category – those who know the most about allergens and how they interact with everyday life – who were able to provide guidance on how to navigate the invisible world of airborne pathogens, and advice on how to combat them. 

 

The Impact

As well as helping the team really dig into their audience and understand what it’s like for people to live with and manage allergies on a daily basis, we helped the brand successfully launch an allergen and germ product in India and China and informed the redevelopment of a winning product concept in the UK.