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Mothers bought the logic of stage-wise nutrition for children; two words on the board and trust in a new maker were the hurdles
A new entrant had a concept for a children's supplement dosed by growth stage. Before investing in formulation and launch, it needed to know whether mothers believed the idea, and in what form they would buy it.
We ran groups and depth interviews with mothers of children across the age range in two metros, working through the concept board, the claims and the candidate formats.
Mothers understood and liked the logic; it matched how they already thought about changing needs through puberty. Two words on the board were not understood and an unfamiliar maker was the main barrier. The client rewrote the board in plain language, added expert endorsement cues and led with the format mothers chose.
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- The question
- Does a stage-wise nutritional supplement for children make sense to mothers, and which format should it take?
- Approach
- Qualitative: focus groups and depth interviews with mothers, concept board and format options
- Where
- Two metros, India, 2024
De-identified. Names, places and distinguishing details are generalised.
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