BULLET BOARD AND RAPID READ
TO INSPIRE COMMUNICATIONS DEVELOPMENT
TO INSPIRE COMMUNICATIONS DEVELOPMENT
BUSINESS CHALLENGE
A hair product manufacturer needed to understand a specific consumer target as they launched a new product. The team needed to identify unmet needs and how this new product can address these needs to inform communications
A hair product manufacturer needed to understand a specific consumer target as they launched a new product. The team needed to identify unmet needs and how this new product can address these needs to inform communications
METHODOLOGY
- Illumination Research conducted a 10-minute online Rapid Read survey with 150 consumers and then pulled 20 of those consumers onto a 1-day Bullet Board to build out the quant learnings.
- The combined qual and quant approach took 3 weeks from start to finish and gave the client team the data and insights needed to focus on specific unmet needs in the category.
|
RESULTS
The qual and quant learnings were combined into a single report informing the team about unmet needs, pain points with other brands in the category, usage habits and the desired consumer experience in the category. These learnings were then used to inform communications for the new product |
|