Case Study
Using Deep human insight to improve Healthcare product experiences
The Client
A leading global healthcare company.
The Challenge
Work with their R&D and packaging teams to design better consumer experiences via improved design across a range of global personal healthcare brands.
Untapped Approach
Innovation Audit: Identify existing insight and knowledge gaps to fully define the Research Plan.
Future Forecasting: Uncover pack and product form trends, and emergent cultural codes, as well as identify stretch research stimulus to inspire future innovation.
Human Insight: DeepReal Research with online diary and video ethnography, followed up with in home one-on-ones for even deeper understanding.
Product Insight: Broad stimulus attribute exploration and co-creation to develop an ideal product and packaging model.
The Results
A granular product and pack design model enabled the client to determine a hierarchy of design parameters. This demonstrated how each parameter influences ideal functional and emotional needs, and therefore resonates with the customer.
Identifying fundamental category drivers enabled a Destinations map to be developed with distinctive product and pack territories. In addition, seven technology opportunity spaces were identified to address the coping mechanisms of the current pack consumer.
