MSW●ARS Qualitative Insights

Case Study : Researching Multiple Audiences – Health & Wellness

A professional health & wellness company was looking to roll-out a line of personal hygiene products that would be provided by establishments such as restaurants, hotels and schools, for their guests and young students. Thus, the client needed buy-in among two audiences… businesses decision makers and end users.

Before the manufacturer could begin field-testing the products, they needed to gain a stronger foundation of learning regarding establishment and end-user attitudes toward germs and cleanliness, red and green flag factors that would influence buy-in among establishment gatekeepers, concept/product elements that registered most favorably with each audience, and to better understand how these products could most effectively be integrated into the various establishments.

To increase their involvement and commitment to the project, end-user participants completed a pre-assignment regarding the ‘world of cleanliness,’ addressing issues such as how they define and perceive cleanliness in and away from home, visual and emotional cues, and other associations.

Rather than talking to the dual-targets in isolation, a series of interactive group sessions was conducted in each of three industries - hotels, restaurants and education:

  • B2B focus groups were first conducted among key decision makers in each of the industries, in order to understand current hygiene issues in their businesses, and gauge initial reactions to a line of preliminary product concepts
  • Another series of focus groups was then held among end-users in each industry (e.g., potential diners, hotel guests, teachers and parents of students). These groups were observed by the industry decision makers we interviewed in the respective B2B sessions, in order for them to better understand the customer’ perspective...hear the ‘voice of the consumer’
  • The two audiences in each industry were then brought together to further discuss issues raised in their respective groups, debate any differences, and try to find some common ground in terms of how the line of products could best be integrated so that both segments’ needs could be met
  • Multiple series of groups were conducted for each industry

The research generated learning and insights which helped identify the hot-button issues among both audiences , which in turn guided concept and prototype development, and contributed to an ensuing phase of in-market prototype testing.