Guiding the Overhaul of a Dental Product to Meet Changing Needs
Challenge
To gain market share, a dental care company wanted a strategic overhaul of one of their product lines to better meet evolving consumer preferences, particularly with regard to sustainability. It was crucial that the extensive changes attract new customers without alienating current buyers.
Key needs to address included:
- Optimizing core product claims and redefine brand positioning
- Determining satisfaction with a new, sustainable product design
- Identify which new packaging alternative generated the highest appeal
Approach
M/A/R/C® designed a comprehensive 4-stage solution:
- Claims Optimization: Determine key attributes and messaging via MaxDiff with TURF Analysis
- Concept Testing: Evaluate fully developed concept with benchmarking using Rapid Results Concept Test
- In-Home Use Test: Assess new design versus current to see if it performs at parity or better versus current
- Packaging Evaluation: Reveal which packaging options are Instant Connections using Accelerated Sort
Outcome
- Based on the insights from this in-depth research, the client had all the information to advance with a complete product restage.
- IHUT results confirmed that the product could be updated as planned while messaging and packaging were refined to emphasize key benefits of the new design.