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Homeopathic Products Manufacturer:
Focus Groups and Online Surveys

A world leader in homeopathic medicines was looking to greatly expand the market of its topical pain relief gel, which was sold primarily in health food stores.  The company wanted to move the product into mainstream drug stores, grocery stores, and other venues to have it compete, side-by-side with products like Ben-Gay® and Icy Hot®.

Qualitative Market Research: Focus Groups

As they had with their infant teething pain product, our client called on us to provide focus groups  related to the topical pain relief gel to do the following: Obtain qualitative consumer reaction to the product Collect actionable consumer insight to apply to their marketing effort to create packaging material desirable to consumers

Focus groups provide valuable feedback

Focus group participants who met the screening requirements were recruited, and a series of three focus groups followed.  Session one was to discuss the pros and cons of the product packaging and name. The company then worked with their home office in Europe to develop packaging prototypes. Focus group sessions two and three were to discuss the pros and cons of the proposed new packaging.

Quantitative Market Research: National Online Survey

Online surveys provide timely, cost-effective consumer market research results.

Following the third focus group, we conducted quantitative market research through an online survey in which we asked a large number of U.S. residents to respond to the packaging concepts that were developed in the focus groups. This online survey included graphics of the proposed packaging, so our panelists could view and respond to the concepts directly online, thereby saving our client time and money.

Qualitative and Quantitative Market Research Combined for Better Results

In this study, we were able to combine the benefits of qualitative and quantitative research to provide valuable consumer feedback used to update this product’s packaging and name to reflect consumer preferences.  This topical pain relief gel, with its new packaging and product name is now on the market.