![Consumer Package Icon](/wp-content/uploads/2021/05/package-icon.png)
CASE STUDY
Bringing the Target to Life in Nutritional Supplements
![Bowls of pills on a table](/wp-content/uploads/2021/07/vitamins_hero.jpg)
![Challenges Graphic](/wp-content/uploads/2021/06/challenges-graphic.png)
Challenges
- Information about target consumers was “sterile” – X% do this, Y% do that – but lacked depth of understanding on the consumer beliefs, values and ways to more effectively connect with the consumer
- Opportunity existed across the organization to put the consumer front and center of business decisions made
- Team consisted of many new and junior level marketers, so client wanted to provide opportunity for training, development and greater empowerment
![Man resting after run](/wp-content/uploads/2021/07/man_resting_challenges.jpg)
Objectives
![Magnifying Glass Icon](/wp-content/uploads/2021/06/objectives-graphic.png)
![holding pill bottle](/wp-content/uploads/2021/07/hold_pill_bottle_objectives.jpg)
- Develop a deep understanding of the beliefs, values and influencers that motivate target consumers in the category
- Focus the organization on fulfilling consumer needs
- Build the organization’s marketing skills
![checklist](/wp-content/uploads/2021/06/checklist.png)
How we did it
- A team of skilled researchers, facilitators and creative talent lead the research
- Designed a robust and custom hybrid methodology to dig deep into target consumers’ motivating values and beliefs relevant to supplements
- Research uncovered and described a number of motivations for the category, and the underlying values and beliefs held by various segments
- In addition to in-depth reporting, Team developed series of posters, a video and profiles for company newsletter describing each motivation and associated consumer groups. Infographics brought the information to life
![man checking post it notes](/wp-content/uploads/2021/07/man_inspecting_post_its_how_we_did_it.jpg)
Results
![checklist](/wp-content/uploads/2021/06/checklist.png)
![checkmark](/wp-content/uploads/2021/06/checkmark.png)
Insights informed future product development and communications strategies
![checkmark](/wp-content/uploads/2021/06/checkmark.png)
Organization rallied around their newly understood target consumers. Posters were visible on many office walls. Monthly company newsletter featured segment profiles
![checkmark](/wp-content/uploads/2021/06/checkmark.png)
Marketing skills developed “from the bottom up” vs. top down initiatives
![logo](/wp-content/uploads/2021/06/logo-squares.png)
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