We partnered with a healthcare brand who had never before sold direct to consumers. With a new in-home consumer healthcare product launching, they needed to understand who would buy this new product, what would motivate them, and how best to bring it to market. With trust and reassurance central to purchase, we focused on the emotional and practical factors shaping demand rather than just functional need.

Through proposition testing, we identified the audiences with the highest potential, the barriers holding people back, and how messaging, reassurance and channel choice could overcome them. We also mapped price sensitivity by audience, enabling a pricing strategy that balanced conversion with perceived value. The result was a clearer route to market, stronger consumer engagement and more efficient marketing investment.