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