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Social Listening 360 for Supplement Innovation

Business Challenge

A global pharmaceutical leader was developing a new dietary supplement for the Australian market and wanted to understand customer segments, current and future consumption patterns and preferences and the competitive landscape in order to inform NPD and market entry strategy: validate the choice of innovative ingredients; determine product taste, smell and format, select the best sales and promotion channels and develop key messages.

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Our Approach

Synthesis of insights:

  1. Audience segmentation 
    (attitudes, values, behaviors, needs, channels)

  2. Influencer profiling (advocates and critics)

  3. Trends analysis

  4. Topic modelling (conversation drivers)

  5. Reputation analysis of key ingredients

  6. Competitor benchmarking​

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Business Outcomes

  1. Communication strategies for overcoming market confusion or disengagement with the core issue and growing demand for product category 

  2. New PD ideas for product-market fit (matching product form with consumption preferences and lifestyle habits)

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