Case study: How emotional insights drove the creation of a credible global brand essence for a child’s vaccine

The solution
We conducted a series of research projects in order to provide direction to the communications strategy including in-depth interviews with paediatricians, ENT surgeons and others using a range of projective techniques to uncover the emotional drivers to brand selection. We held groups with paediatricians and explored key messages, teased out the issues and worked with the brand team to create a brand portrait for the product. We carried out depth interviews with paediatricians to undertake message testing which fed into the development of the detail aid. We also conducted a series of duo interviews in order to test a range of concepts for the advertising campaign and to test the detail aid. Finally we conducted two phases of research with KOLs and paediatricians to develop disease awareness materials.

The outputs
We carried out 4 immersion workshops at critical stages in the project, in order to inform the marketing team, affiliates and ad agency and help evolve the communications strategy development as it rolled out.