CHALLENGE
Understand current “mind space” occupied by available COPD brands and identify opportunities for client’s future brands. Specifically:
Explore brand perceptions of current COPD brands (personalities, characteristics, traits)
Determine emotional and rational / clinical product associations with current and future brands
APPROACH
IDIs and group discussions to explore real life feedback on brand usage and to identify nuances in individual’s perceptions.
Pre-interview task focused on documenting clinical and emotional associations with each product of interest.
Projective techniques used during research to build a full picture of brand personality.
OUTCOME
Presentation outlined aspects driving “Brand Snapshots” of current brands including: RTBs, Product Benefits, Emotional Benefits.
This learning helped to uncover perceptions, associations and feelings evoked by products in the COPD marketspace.
