PD Holdings collected quick consumer insights prior to a meeting with a major retailer to validate their product and positioning concepts. The consumer-validated concepts gave their presentation enough punch to turn some heads at the meeting.

1. WEBINAR
How a Small OTC Brand Got Big
Insights to Wow a Major Retailer

2. THANKS FOR JOINING US TODAY

3. • Using consumer insights and concept validation to
bolster a retail presentation
• Tips for a successful presentation
• How to use agile research approaches even if you’re
not a researcher
AGENDA

4. OPPORTUNITY: MEETING WITH KEY
CUSTOMER
Major
Retailer
“When you try to organize a study with multiple consumers, it usually takes a lot of
time, and we didn’t have much time.”
Ned Becker, VP Sales & Marketing, PD Holdings

5. BUILDING A STRONG CASE
Needed deeper understanding of both Millennials and Moms, to develop
communication that targets each audience’s specific wants and needs
• Validated product concepts
• Optimized positioning

6. Prioritize
consumer needs
Optimize
your concepts
Iterate
as you learn
7…IN DAYS
SOLUTION: DIGSITE PRODUCT
CONCEPT SPRINTS™
“Digsite gives some great initial concept feedback in a cost-
effective and time-effective way.”

7. COLLABORATIVE APPROACH ALLOWS
MARKETERS DIRECT INVOLVEMENT
Digsite designed a
Sprint community
Client observed &
ask questions
Team adjusted
based on results
“We were able to reference real people and real, honest feedback from
the target consumers.”
Ned Becker, PD Holdings

8. ENGAGING CONSUMERS IN REAL-TIME

9. TALKING TO THE RIGHT CONSUMERS
Moms
Ages 25-50
With children ages 2-10
30
Millennials
Ages 18-34
Diverse demographic
30
18-23
24-29
30-34
MILLENNIAL AGE RANGE
0 to 3 4 to 6 7 to 9 10 to 13 14+
MOM'S CHILDREN AGE RANGE
Digsite used SocialFind™ recruiting to identify consumers for each Sprint

10. UNDERSTANDING WHAT IS IMPORTANT
TO MILLENNIALS AND MOMS
“I am a mother and wife. My daughters are 9 & 7.
Most items in my medicine cabinet are generic.
they are cheaper and tend to work just as well as
name brands. Most of what I have on hand is
cold medicine as cold bug just went through our
house. I try to keep acetaminophen on hand at all
times. I think this is overall what we use the most
of. I ran out of children's just the other day. I try
to keep an antibacterial ointment in as well.
Other than that, I tend to pick up stuff as i need it
and what is in the cabinet is left over from the
last time it was needed.”
“I am 27-year-old woman who loves to travel, try
new things, and work out. Because of this, I
typically have some foot or back pain, bruises,
and terrible terrible allergies. I usually keep
aspirin, NyQuil, DayQuil, Salon-pas heat pads,
and other pain killers and cold medicines on
hand. I always make sure to keep a good supply
of Mucinex and netipot packets to keep my
allergies under wrap.”

11. USEFUL FEEDBACK AND DIRECTION
ON PRODUCT CONCEPTS
MMil
Convenience
Easy to Consume
Taste
Millennials Moms
Mobile Use
Kid Consumption
Mess Management

12. IN-DEPTH INSIGHTS FOR
PRODUCT POSITIONING
Tiana (millennial): “I picked concept
one because it's my favorite of the two.
To promote this type of product to my
friends I'd call it Blast Chews and
describe it as an easy to take OTC
medicine that has a burst of delicious
flavor and is easy to take on the go.
Here's a picture I drew up that I think
would make for a persuasive ad for this
product.”

13. OUTCOMES
Understanding of What is Important to Audience
Solidified Product Direction
Optimized Positioning
A Successful Retailer Meeting
Differentiation from Competition
“The data from Digsite gave
enough punch to our
presentation to turn some
heads with our retail
customer.”

14. TIPS FOR RETAIL PRESENTATIONS
Make sure the insights
are relevant to the
retailer’s target market
Insights should be
easily digestible. Use
bite sized insights that
are easily remembered
The best insights would
have impact across the
category.
Make sure your buyer
wants/needs the
insights you are
bringing
Bring the consumer to
life, and show how you
solve their problem

15. WHY DIGITAL TOOLS CAN HELP WITH
PREPARING FOR RETAILER MEETINGS
Faster recruiting cycles
Lower research costs
Real-time user experiences
On-demand optimization
Visual story telling

16. THIS AGILE RESEARCH APPROACH CAN
WORK FOR A WIDE RANGE OF ISSUES
KEY
DECISIONS
Prioritize
consumer needs
Build/Optimize
creative or concepts
Iterate
based on learning
Repeat as
needed

17. EXAMPLES OF SPRINT COMMUNITIES

18. ADDITIONAL RESOURCES

19. QUESTIONS?
Big Thank you to Ned Becker and the PD Holdings Team for contributing this case
study!
Let us know how we can help you