Building a Winning Proposition

The Challenge

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

Covid did many things… but one thing relevant to our client was it created a real concern for people about the transmission of airborne germs. By coincidence, more and more people are also suffering from allergies, yet current remedies are thought to aggravate rather than soothe. With that our client – one of the leading brands in the air purification space – identified an opportunity to create a sanitizer product that could effectively remove airborne allergens. But first, it needed to understand what allergens mean to people and how they currently combat them, before building a proposition to blast those germs away!

 

The Approach

We started by connecting with allergy sufferers 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 market contexts. We then tested two product concepts to determine what was relevant to them and what wasn’t, and what specific elements a new product needed to 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 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 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.