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Study #7

Industry: Pharmaceutical           Methodology: In-person focus groups
Project: Children’s medicine – product development

Background

Client intended to introduce a dual-action pain reliever for children and needed to know what it should ‘look like’ (color, consistency, flavor, etc.). Objectives were to:

  • Uncover key consumer expectations for this product
  • Establish a benchmark for specific product attributes (e.g. look, taste, etc.)
  • Assess the prototypes’ performance on specific physical attributes

Approach

Eight focus groups were completed among mothers of children age 2-6 years old who have dosed child with a liquid analgesic in the past month. Moms were first exposed to a concept and then ‘pour-tested’ seven products (four current competitive offerings and three prototypes.)

Results

Consumers expect the dual-action product experience to be different from current products. This research helped the client to determine the most desirable consistency, color, scent, and flavors for the product.

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