Active Iron
Active Iron NPD Concept Messaging
3Gem helped Active Iron identify the optimal way to communicate with their target audience and which messages resonated most.
We designed a comprehensive questionnaire and conducted a survey with 1,000 US women which enabled Active Iron to make decisions on messaging claims, comms strategy and pack designs with confidence
The Challenge
Identify Most Resonant Messages
Active Iron wanted to test the overall offer of their iron supplement brand, whilst identifying the best way to communicate its USP and key messages to US consumers.
They also wanted to test front-of-pack claims, credibility pack stickers, and three separate packaging designs, for three sub-brands “Active Iron Advance, “Active Iron Women” and “Active Iron Pregnancy Plus”.
The Methodology
Custom Online NPD Testing
We designed a comprehensive 20-minute questionnaire that included questions on category attitudes & behaviour, as well as purchase drivers, before evaluating different packs for the three sub-brands.
Each respondent saw one pack per sub-brand and answered a series of questions relating to the pack, including standard product KPIs (e.g. appeal, purchase intent etc.) and questions relating to the messaging.
The survey was completed by 1,000 US Women from 3Gem’s US online panel, who were aged 25-55 and non-rejecters of taking iron & multivitamin supplements, in pill form (with 10% currently pregnant).
The Outcome
Confident Decision Making
Based on our detailed recommendations, Active Iron made decisions on messaging claims, comms strategy and pack designs, with a high degree of confidence, to ensure their products were best placed to proceed in the growing US marketplace.
Head of Marketing, Active Iron
“Working with 3GEM over the past few years has been an absolute pleasure. Their team, led by the efficient and organised Lucy, has consistently helped us meet challenging deadlines. Their experienced researchers demonstrate excellent attention to detail, delivering insightful results every time. I highly recommend 3GEM for their professionalism and dedication to quality research.”
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