Our pharmaceuticals client was struggling to achieve the desired sales growth for their oral care product.
What we did:
We used a sentence completion exercise to identify the implicit attitudes that were preventing take up of the product. This was an area in which there are deep seated attitudes that are set at an early age and as such are typically not easily accessible through direct questioning techniques.
The product category had strong negative associations that had previously not been identified relating to some fundamental issues.
The findings will be used to inform advertising strategy, directly challenging the negative associations of the category.