Nicotine replacement therapy
Building a framework to unlock opportunity in the nicotine landscape for a major healthcare company
Understanding needs
In order to drive penetration and usage in the nicotine replacement therapy (NRT) category, we constructed a comprehensive set of CEPs (category entry points) to create a framework that could be used to understand the consumer’s nicotine journey.
Connecting data
We fielded 1000s of respondents across the UK to understand what drove dissonant nicotine occasions including asking the 5Ws (why, when, where, with whom, with what) from which we created a matrix.
This framework was then refined and rolled out in 10 further markets to create a global framework.
Driving change
Through our interactive ‘Where to play, How to win’ workshops; we were able to identify priority CEPs for the client to target, giving insight into what was triggering dissonant nicotine occasions to ultimately drive penetration in the NRT category.
This conjoint has been extremely helpful for us when implementing the entire add-on strategy, enabling us to be data driven and customer centric
Clara Westman
Head of Customer Insight and Brand Innovation