Cold Rub and their loyal users
To understand the core loyalists of a popular cold rub and compare their habits, attitudes and perceptions of competitive cold remedies along with the regimen of using the product
Used a hybrid group composition. Loyalists of key competitive brands were brought face to face with loyalists of brand in question. Because the brand is rooted deeply in the mother child relationship, the way the regimen was checked had the mothers asking for more. It entailed using Doll Demo as a technique - a demonstration by the respondents on a life size baby doll which could laugh and cry. The findings overturned the widely held belief and practice of a step by step usage progression from home remedies to OTC to doctor. The methodology involved a mix of verbal and written projective techniques which the housewife could relate with in her life e.g. report cards, mahila samiti discussions, topical election rallies etc.
The actionable insights resulted in the recommendation of a new product which was subsequently tested quantitatively.
Cold Rub Healthcare Medicine