How Rapid Research Platform helped a nutrition brand prioritised their marketing spend
An upcoming disruptor brand in the herbal supplements space in the US was keen on solving real consumer pain points. Their brand differentiator is ensuring the active ingredient consistently measures up to produce reliable improvements to the consumers’ quality of living.
8 - 11 days
Time Taken (Inclusive of iterations)
60,441
Data Sample Analysed
Headquarters
Mumbai, India
Industry
Nutrition & Wellness
Revenue
>300 crores (2024)
Challenge
The brand team could feel a palpable chaos brewing despite launching products in online marketplaces. Due to the crowded nature of the market with multiple customer segments and competitor products with a wide range of product formulations, the ensuing confusion became apparent.
Solution Consideration
To overcome this chasm of market understanding, the Brand Growth Lead decided to try out the Rapid Research Platform, after also considering engaging with consumer research agencies. She intended to understand which consumer segments to prioritize, and how best to position and message the brand’s products.
Solution Execution
She performed multiple category deep dives for the products of interest. Armed with the pointed consumer segment insights, most favored product formulations by each segment, and perceived benefits, she was able to tweak the product positioning and messaging to appeal to the prioritized consumer segments.
Outcome
An unexpected goal from the deep dives emerged: She identified which product formulations were most popular and which were overlooked for specific customer segments. Armed with this insight, she engaged in discussions with the R&D team to enhance the formulations, aiming to make the products more attractive to specific consumer segments.
She also gathered how the product positioning would need to change for a specific product, guided by the insights from the reports. This ensured that they placed their marketing spending on the right products to acquire consumers faster than if the spending were diversified.
The outcomes derived from the category deep dives enabled the brand to scale its marketing activities roughly over 50% faster than it would have if it had engaged with an agency. The directional insights also guided their deeper consumer research projects, which would have taken almost twice as much cost and time without the Rapid Research Platform.
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