Due to the increase in awareness of gut health as an integral part of overall health, MarketGenics was approached by a prominent German manufacturer of homeopathic medicines to conduct a product evaluation study on a herbal digestive tonic. The goal of this research was to accurately evaluate the digestive tonic's ability to function as a gastrointestinal aid for both habitual consumers of digestive aids and those experiencing chronic gastrointestinal issues.
Research Goals
The primary objective of the research was to evaluate consumer acceptance of the digestive tonic; consumers who typically use digestive medications and suffer from such gastrointestinal symptoms as indigestion, gas, heartburn, bloating, and constipation were targeted.
The project aimed to identify:
- The acceptability of the product as a whole (Go or No-Go decision)
- If/how the product could be modified or adjusted
- What performance factors consumers feel are key to their perception of the product.
Product Testing Approach: Home Placement Method
In order to accurately assess how the product would be perceived and to measure its performance as a gastrointestinal aid, MarketGenics utilized a Home Placement model. By allowing consumers to use the product while engaged in their normal routines over an extended period of time, a more accurate and meaningful evaluation was produced.
Recruitment and Screening
Participants were selected based on:
- Age (18-55 years old)
- Gender and socio-economic status
- Any health-related problems pertaining to the gut and digestion
- Patterns of usage and consumption of digestive medicine
- Any existing patterns of using medicines
- Who makes the decision regarding the purchase of digestive medicine?
Home Use and Monitoring
After being recruited, respondents received product samples and were instructed to use the product as directed for ten days. The respondents evaluated the product in their normal home environment.
Feedback Collection and Data Analysis
After the 10-day usage, structured one-on-one quantitative interviews were conducting by MarketGenics Interviewers to collect comprehensive feedback, which was then compiled and analyzed by the MarketGenics Team.
Evaluation Parameters
The respondents to this evaluation survey were asked their opinion about all of the various attributes (detailed below) involved with the product, as well as the following:
- Taste & Sensorial Experience – Overall flavor appeal (including palatability and easy to swallow); the overall sensory experience associated with consuming the product.
- Uniqueness – The degree to which the product is different from any existing gut treatments available on the market today.
- Efficacy – The degree to which the product is perceived as being effective in relieving discomfort associated with digestion including: Acid (heartburn), belching, bloating, and indigestion. Also measured was the amount of time experienced by each consumer to experience relief.
- Quality of Ingredients – The degree to which the company and consumers perceive that this is a pure/herbal product (as opposed to artificial).
- Purchase Intent – The likelihood of consumers to advocate purchasing this product for repeat consumption following their experience.
- Comparison from Existing Brands – A comparison of how the product performed against the typical products used by consumers for their digestive needs.
Conclusion
The data collected from this very specific product test provided MarketGenics with the key information needed to address each component of the research objectives. These data were then utilized by MarketGenics to perform the necessary analysis in order to make the ultimate determination on whether or not the product will be given a "Go"/ "No-Go" from their target consumer base (i.e. will there be sufficient consumer acceptance).
MarketGenics' effort was an important step in determining an overall market readiness for the herbal digestive tonic. They were able to gather valuable/important consumer feedback based on their experience with this product through systematic home placement testing, and their consumer have a much clearer understanding of the strengths and limited areas requiring trend modifications necessary for future consumer utilization/acceptance based on their experiences with this product.
With new trends emerging in natural and herbal wellness, it is critical that consumer focused research is at the forefront of getting safe and effective products to market – things that will ultimately meet the needs of modern consumers who are more health-conscious than ever!