A case study with Sanofi
Refining the last piece of the puzzle for a new joint pain product
Mobility is a key platform for the Sanofi business because it is a significant growth opportunity for the business over the next 5 years. Topicals and devices are on consumer trend and represent a new and exciting opportunity for concept development and launch news.
Developing a compelling concept proposition for the new device required consumer input. The research required a consumer co creation element to improve appeal and trial for the new device, specifically by addressing the lack of perceived effectiveness and credibility that existed in the market today.
Qualitative research in the form of consumer co-creation workshops were conducted with pain sufferers. The sessions involved product demonstrations to allow consumers to help brainstorm the ideal way to bring the idea to life and what may make it successful or a failure. Consumer in depth interviews followed to help optimise the message to market. We also conducted a Pharmacist co-creation mini group to understand any elements for refinement from an instore recommendation perspective.
Although we found an overwhelming lack of awareness of TENS devices, there was great support for the product and interest in take up. However we also identified the need for significant education investment was required.
This led to a no go decision - the due diligence of the market research led the business to better decision making.
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