Case study: How ethnographics, insights and ideation were used to get a full picture of the nutritional market in China and India

The challenge
Our client has a leading nutritional product which is very successful in the established markets but they wanted to grow sales in developing markets such as China and India. They asked us to conduct exploratory research to understand the needs of HCPs and consumers in these countries.

The solution
We employed a mixed-methodology approach incorporating in-depth interviews, ethnographic-style in-home interviews and mystery shopping, amongst a range of physician types, patient groups and retailers, in order to get in-depth insights into patient needs.
ethnographics, insights and ideation used to get a full picture of the nutritional market in China and India- case study
ethnographics, insights and ideation used to get a full picture of the nutritional market in China and India- case study

The challenge
Our client has a leading nutritional product which is very successful in the established markets but they wanted to grow sales in developing markets such as China and India. They asked us to conduct exploratory research to understand the needs of HCPs and consumers in these countries.

The solution
We employed a mixed-methodology approach incorporating in-depth interviews, ethnographic-style in-home interviews and mystery shopping, amongst a range of physician types, patient groups and retailers, in order to get in-depth insights into patient needs.

Presenting our findings in a multi-media format incorporating video, audio and photographs, we then hosted a 3-day ideation workshop with the internal client teams to present a comprehensive 360-degree view of the market, and develop new product ideas. 

The outputs
The intensive 3-day workshop enabled the whole client team to immerse themselves in the rich findings from the market research, and subsequently develop new product ideas to address the HCP and consumer need states identified in the research. RP facilitated brain-storming by interdisciplinary teams (medical, commercial, regulatory) to filter 50+ new product concepts against the client’s success criteria, for further primary research testing.  This intensive market research and ideation process gave the marketing team a very strong picture of the opportunities and challenges in these emerging markets and gave them clear direction on which concepts would most likely drive positive future growth for the brand.

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