Research Background

  • Two international companies were working together on the development of supplements targeted at pregnant women. This research project was focused on product delivery formats. Their teams were exploring different possible product delivery formats and required feedback from their target audience on their preferences from each of the four formats and any difficulties they encountered with using them so they could make a better decision on which of the four formats to move forward with.

Research Methodology

  • 3 FGDs x 2.5hrs – recruit 8 respondents for 6 per group with pre-task

City Coverage

  • Shanghai

Target Audience

  • Women aged 20 to 35 year old with a good spread
  • None to be single
  • At least 50% working either part or full time
  • All to belong to middle class and above
  • All to be pregnant in their first trimester with no specific pregnancy-related problems
  • All to be first-time moms
  • All currently take some dietary supplements for their pregnancy (e.g. iron, folic acid…)
  • None to reject any of the 4 following formats: pouch, sachet, bottle, chewing tab
  • All agree to do a pre-task prior to the groups consisting in bringing their current supplement with a short recap on what they like / like less about this product/packaging + bringing Do’s and Don’ts medicines / supplements based on the convenience / ease of use they provide

Research Results

  • UniqueView was entirely responsible for fielding of the project. The focus groups helped our client to better understand which formats to go ahead with and how to optimize the formats in order to meet the needs of pregnant women in terms of supplements.