Deep Human Insight to Identify How to Deliver Better Experiences in Healthcare Products

Case Study

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.

“Untapped are uniquely able to deeply understand the consumer as well as product technology. They have delivered another great piece of work, identifying a rigorous technical model and multiple opportunity spaces for future innovation.”

Director of Consumer Innovation