A Home Invasion is 2nd Spark’s innovative alternative to a traditional focus group. A small group of friends and acquaintances with a similar condition or concern are brought together in the comfort of a home. This approach allows marketers to uncover deep insights about their customers as they express their personal feelings and stories with each other in a safe and familiar setting.

1. KISU
Home Invasion
Conducted by 2nd Spark Consulting
September – November 2011

2. A Home Invasion is 2nd Spark’s innovative
alternative to a traditional focus group.
A small group of friends and acquaintances with a
similar condition or concern are brought together
in the comfort of a home.
This approach allows marketers to uncover deep
insights about their customers as they express
their personal feelings and stories with each
other in a safe and familiar setting.

3. Cocktails for Coldsores
A Home Invasion was conducted with a
close group of cold sore sufferers.
Objectives of this research included:
• Understand the impact of cold sores
• Uncover drivers and barriers to treatment
• Determine the most meaningful features
and benefits of KISU

4. Cocktails for Coldsores
Participant profile
• # of sessions: 7
• # of participants: 44
• Gender: female
• Age range: 35 to 45 years old
• Number of cold sores a year:
 42% of participants get 2 – 4 per year
 58% of participants get 6 – 12 per year

5. So, what did we learn?

6. INSIGHT: The feeling of a ‘tingle’ is the universal signal that drives a
patient’s behavior to treat their cold sore
Pavlov's law:
signals trigger behavior
=
TINGLE = TREAT
ACTION: Position KISU as top of mind when our customers feel ‘the tingle’

7. INSIGHT: Patients believe there is a critical window of opportunity
to treat their cold sore so they can prevent it from coming out
Feel the tingle 1 – 2 hour Cold sore surfaces
window of
opportunity
“If I don’t do anything
“I need to get it in time
to treat it within the
so I can stop it right in
hour, then I’m done.”
its tracks.”
Prevent cold sores
from coming out
ACTION: Ensure KISU is always available within this critical time of the buying process

8. INSIGHT: Patients experience emotionally vs. rationally based
feelings which trigger emotional behaviors when they get a cold sore
Cold sores make me feel… …and these feelings trigger
Ugly Lousy Crying Staying at home
Miserable
Flipping out
Awful Gross Avoiding people
Dirty Unattractive Staring in mirror Stress
ACTION: Acknowledge and connect with the emotional impact cold sores have on customers

9. Patients are using a combination of products to treat their cold sores
and they don’t believe any one product satisfies all their needs
Pills Creams/Gels Home Remedies
Prevents my cold sore Speeds the healing time Relieves symptoms after cold
from popping out or of my cold sore if it sore surfaces (dries it out,
keeps it small comes out makes swelling go down)
ACTION: Communicate to customers that KISU can both prevent AND speed healing time

10. Participants were broken into 3 groups for an emotive exercise
where they created a collage of their ideal cold sore treatment

11. The exercise uncovered 3 unifying themes that laddered up to
participant’s high desire to have more control over their condition
1 INSTANT 2 SIMPLE 3 HEALTHY
• Kills instantly and completely • Taken at any time of day • Natural is good for me
• Larger window of opportunity • Can get it anywhere • Makes me relax
• 1 time treatment – DONE! • Convenient, little effort • Makes me feel beautiful
I WANT MORE CONTROL!
ACTION: KISU should = CONTROL in the minds of our customers

12. When participants were exposed to KISU, the most beneficial
product features they identified were aligned to their ideal treatment
Most beneficial features of KISU = Ideal treatment
 When taken at first tingle,
prevents cold sores from
surfacing
 Speeds healing time
of cold sores by 30%
1 INSTANT
 Comes in OTC pills
 2 day treatment 2 SIMPLE
 Supplement of vitamins,
minerals and amino acids  All natural
3 HEALTHY
ACTION: Leverage these features when talking about the benefits of KISU

13. The ranking of KISU’s features by participants will inform how we can
most effectively communicate KISU to our customers in the future
most
important
Taken at tingle, prevents cold sores from surfacing
2 day treatment Speeds healing time by 30% Offers symptomatic relief
All natural Vitamins, minerals, amino acids Created by pharmacist
least
important 8 pills $15.95
ACTION: Cold sore prevention is the most important message to communicate about KISU

14. thank you!

15. about KISU
KISU was created by a team of medical professionals to address the
limitations and frustrations of current cold sore treatment options. KISU
is an oral (administered in capsule formulation), non-prescription
remedy. The ingredients have been clinically proven to prevent cold
sores and fever blisters from surfacing and speed healing time. KISU can
be used in combination with topical creams or gels such as Abreva,
Orajel, or Zicam.
For more information about KISU, or to order KISU today, visit:
kisuhealthylips.com

16. about 2nd Spark
2nd Spark is an innovative marketing consulting firm within the health
and wellness sector that applies unique approaches to insight,
innovation & experience, so you get market-ready solutions that solve
your specific strategic & tactical business needs.
For more information about 2nd Spark and Home Invasions, call:
Chris DeBartlo
President and CEO
2nd Spark Consulting
m.267.987.8750

17. KISU
Home Invasion
Conducted by 2nd Spark Consulting
September – November 2011