Crafting a Winning Probiotic Concept for Seed Health
Fueling Smart Growth For an Emerging Health & Wellness Brand
The Challenge: Strike the Right Tone To Win Consumers in a Crowded Supplement Space
Seed Health develops pioneering products across the probiotic continuum, with ambitions to raise the bar by establishing a new standard in the probiotic space backed by science and education. Being new has its challenges so Seed came to us to better understand how to best build consumer understanding and awareness, launch new products in subcategories, and strike the right tone with their messaging.
Our Solution: Innovative Quantitative Approach to Attitudes & Usage + Product Concept Testing
To inspire the Seed team with a holistic understanding of the current and future probiotic consumer, we conducted a rich Attitudes & Usage + Product Concept Test to gain a deep understanding of the people behind the probiotic consumer, their needs and the role of the category in their daily lives to identify gaps and opportunities for Seed.
Our Impact: Actionable Strategic Roadmap for Consumer Targeting, Education & Product Development
Our research identified the most relevant and actionable consumer segments for Seed and uncovered targeting, messaging and education strategies that best resonated with key groups. Learnings also revealed optimal category extension strategies to inform cross-selling and new customer acquisition, providing a springboard for Seed to stretch into the world of oral health product extensions.
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