Overview
Deep-dive qualitative and hybrid studies into infant and adult health nutrition products, focusing on consumer needs, brand trust, and product switching behaviour.
The Challenge
Healthcare brands needed to understand the complex decision-making process behind infant and adult nutrition product choices, including the role of trust, safety perceptions, and the triggers that drive consumers to switch or trial new products.
Our Approach
Working closely with IQVIA, we designed and delivered qualitative and hybrid studies exploring parents and consumers needs, attitudes, and behaviours. Research focused on perceptions of brand trust, product safety, and efficacy, as well as the motivations and barriers behind switching or trialling new products.
Key Results
- Deep-dive into parents and consumers needs, attitudes, and behaviours
- Mapped perceptions of brand trust, product safety, and efficacy
- Identified motivations and barriers behind switching or trialling new products
- Delivered actionable insights for brand positioning in Malaysia